0057: How to Leverage the Power of the Internet To Bring More People Into Your Business with John Maxwell Certified Consultant, Speaker, Trainer & Best Selling Author Dean Renfro

Ea interviews episode 57, inspiration, transformation, success stories and the imperfect action round.

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Welcome Expert Authority World. I am excited to be here on today's episode, sharing with you how to bring more clients into your business, how to attract more, how to leverage the power of the Internet for marketing purposes. Have you ever wanted to get your message out there? Have you ever wanted to speak more to more people? Do you think you need to be in front of 10,000 people on a stage 15 times a week? Or maybe, just maybe there's a way to do it. There's nothing wrong with doing that. I love speaking to audiences. But maybe there's a way you can do it with everything you have at your disposal. Right now we're going to be talking about how you can achieve these goals. But with Dean Renfro, he's a John Maxwell certified consultant, speaker trainer and best selling author. I'm going to bring him up right after we thank our sponsor.

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All right ladies and gentlemen, here he is, Mr. Dean Renfro. Dean, it's great to have you. How you feeling today?

Hey Mario, I'm glad to be on your show today. Appreciate it. I really feel well today. You know, some great things are going on in our world, so to speak to give every one of us the opportunity to do what we're doing today. And I just appreciate the opportunity to be on your show today. I appreciate it really much.

Well, I appreciate that. I know you have a lot of good stuff in store. We were chatting right before we went live here. So let's jump on into it. Tell me about your business, tell me your story. Why did it all come about and how did it come about?

Yeah, well, kind of the basic part of my background is I've been a church planner, restart person for 40 something years and so I've been in a lot of places and of course the whole thing was to work yourself out of a job because I didn't see myself as a long term pastor. I was a starter. So I always constantly had to have business. But one of the things I discovered really on with local people in the churches in the area was they didn't know how to market their business. And of course, as unspiritual as it sounds, you can only go as far as your money. And so we needed things to happen to keep growing our congregation. So one of the things I learned was I've got to help these local business owners learn how to market their business so they can grow more and participate more in the things that they really valued and wanted to do. But as somebody said in the past, what got them to where they were wouldn't get them to where they needed to go. And they needed a fresh set of eyes and ears to help them. And so that kind of bloomed into helping local business people learn how to grow their business more. So kind of helped me start an agency of helping people market.

Excellent. So what are you really doing for them? How are you helping them?

Well, of course one of the biggest elements, like I said, is they get to a certain point and what they did worked. And of course the tendency in human nature is to just try to keep doing more that and if I do more, it should work and they're stuck. So coming from a different perspective, I may, as an outside person, I'm able to look in and say, well, there's here's some things where you don't, you don't have a follow up, follow. Sorry about that. Follow up, follow through system and what you're doing. And if you had that, you could, you could get more business from the customers you have or the clients you have, or the patients you have, or you're not doing anything to engage new clients and customers to give them a reason to do business with you. We just tend to think they just will, they know I'm here and they'll buy stuff from me or they'll get my service or they'll do this or they'll do that. And so part of the, one of the things that we do, we have a five step process that helps them work through that.

Can you share maybe just with first one or two with me?

Yeah, yeah. The five step process is made up of really tried and true principles of. Okay, if you can increase your leads, that is your prospects coming into your business by just 10%. Okay. By just 10%. I'm not talking about blowing the, you know, the doors off of everything, just 10%. Because most businesses can't, to be honest, they can't handle a lot of more business at one time. They're not.

Why do you think that is?

Well, they're used to doing business the way they've always done it. Okay. They haven't set up the systems or the people aren't trained, they don't have product, they don't have service capabilities. So they're not ready for just an influx of more business. And oftentimes they're just not. You're just not thinking about the process of growing very much at a time. And so it's a mindset thing. Oftentimes it's just that whole component.

So we help them look. Okay, how do we get you more leads? If we can get 10% more leads, what is that going to do for your business? If we can get your current customer base to do business with you 10% more times a year, what is that going to do? Because your customers that you worked hard and paid for and worked hard to get and build trust and like, and all those things for them, just think, if they did business with you one more time every month than they do in the past, what is that going to do for your business? And suddenly the light bulb comes on for them and goes, oh, that makes sense. I can probably make that happen. So we help them design a process to do that. And that's just the first two of the five. And because when people hear about doubling their business in a year, they think, oh, I've got to work twice, as you know, I've got to work twice as hard, spend twice as much. And we say, no, that's not true. You don't have to do that. There's a way. You don't have to do any of those things. If you just make incremental improvements in five areas, just 10%, you can almost double your profits in a year.

Well, yeah, because it's that compound effect. I've told my clients before also when they're going, I want to have 10,000 leads a month or whatever. First off, I qualified and say, can you handle that? But what they don't realize is even with, let's say, 10 leads, who wouldn't? Like, like 10 more leads. Oh, that'd be fantastic. But here's the kicker. What's the closing ratio? You might get 10 leads for one person, might be one new client, 10 leads for another, might be six or eight.

Right.

So there's all these little metrics, and I'm glad you're talking about it because you know how many people would go drive their car without a gas gauge that works or a speedometer? How confident would you be driving across the country if your speedometer was broken? If you. And you couldn't tell how much gas was there, how fast would you be going exactly right.

And that's what you find, this mindset that permeates people because they love what they do, they love their business. That's why they got in business most of the time is to do that. And it gets real blinders get on real fast in most businesses because day in and day out, that's what they deal with day in and day out. And they're this constant thing of grind that they work with. It never gives them any time to look outside. So I think the third person objective, so to speak, is very the outside look. I call it the hand in the face principle. If this is what you meet every day, the solution can be right here and you will never see it. But the person outside can say, well, there's just, you know, if you'll make this adjustment, you're going to help your business grow. And so that's kind of what we bring to the table for them.

Yeah. One of my favorite things with coaching other entrepreneurs is I tell them I'm like the gps going down the road before you have a problem, we're going to avoid it. Instead of crap, the pothole just threw the rim off the car and you got a big problem. What is one thing you see going through all the people you work with? What would you say is a commonality that holds them back?

I think probably one of the most.

Probably the most common element that you see with local business owners is, is they've been barded with so many messages of hope. You know, we're going to do this, we're going to do this for you, we're going to do this for you. And they tried this and they spent money here and they spent money there, and nobody has brought to them something that works first. In other words, we're going to practice on you. You know, we're going to try this out on. I mean, that's what they begin to feel like, is I don't need any, you know, as my dad told me a long time ago, looks like you do stuff, get good at it, but then don't keep practicing it. You don't need any more practice, just go do it. And oftentimes these business owners find themselves, they feel like they're being practiced on. So what we try to do is come in here and help them in the mindset perspective of saying, we're going to give results first, you know, no results, no charge kind of approach where they are comfortable with the idea of this works, this works. Why? Because my phone's already rang. Because I already Got a lead because one of my clients is buying more stuff already because I've already been able to raise my prices just by doing. Because I didn't know I could value off of this and get more money. But the same thing I was already selling. So, you know, and we were able to reduce expenses over here. And so first thing you know, before you even really get started with them, you've given them an idea, you've shown them that you can make the money. And oftentimes that's what I create first. I said, well, let me just make it for you first and then you can pay me. And they love that. Why would you not do that? You know, and that's, that's so fresh and new for them because they've just been beat up by promise after promise after promise that's never delivered and they're just tired of hearing it.

I would have to agree. One of my favorite things to do is structured performance based deals and have that immediate results in advance like you're talking about. Because there's so many people, they've even pitched me, they're like, whatever. And I asked them, I go, well, how many of your product have you bought? How many of your product have you invested it? And it's interesting to see these salespeople that don't even believe in their own stuff or I really don't want to say web designers and graphic designers, however.

It'S just rampant. So many of them. And I'm not putting them down because we've offered those services to people in the past too. And it's a hard thing to qualify unless you have the lead gen component with it. But the point is when you're coming to sales, when, when you have all the confidence, like through the roof with that.

Excuse me, with all the speedometer and the gas gauge, you're going to be going 150 miles. I'm not allegedly. You're going to be going faster down the road than if you're less confident. And when I ask people, I go, why don't you have this money back guarantee? Or why don't you have this offer that's ironclad that you know you can deliver on? Like when I take people through the book publishing in eight weeks, I know I can deliver on that like clockwork. Right. So there's, there's no doubt in my mind it's possible. But when you don't have that level of confidence, it's real hard to sell anything.

Yes.

How do you help people get past that when they're coming to you and you go, we're going to restructure it this way, which is different from the way you may have been doing it in the past. What do you do when you get that resistance of them going, I don't know if this will work or, you know, you say, hey, how about we do it like this? And you go, well, what I've had other people say, that sounds good, but what if it doesn't work? I go, then why are you selling a product? You don't know if it's going to work or not. How do you get past that?

Yeah, I think. Well, one of the ways that I try to help structure that is to create the environment for it first. I give you an example. Today I met with.

A fairly affluent guy that has several companies. And he had talked to me and I had, he had reached out to me and said, hey, somebody referred me to you, I'd love to talk with you, have you for lunch, you know, send me your information. And normally he's used to getting it, you know, the typical way. And I said, well, just do this, text this to this. And he replied back and said that was cool. How do I get one of those, you know? Well, when I showed up there to talk with them, which wasn't about that at all, but I was able to insert myself into the conversation for him and which is often what I do for a client. So. Well, here, let me help you get some business first. Right. And so oftentimes when I'm first contacted, I set up a structure where I'm not immediately having to create something for them like tomorrow, even if it's lead gen. So if it's in lead generation process, I'll say, okay, well you need this many more clients. Great, okay, well, let's. And I work on them. But all the time behind the scenes, I, I'm creating a structure to already have leads in place. When I say, hey, let's try this. Okay, well, maybe, I don't know, we've tried that before. Well, we'll wait, just wait, give me a day or two here. And then their phone rings or somebody walks in the store, somebody comes in the restaurant or somebody buys a product and they're like, wow, that works. And so part of it is if you can show results up front for people.

It'S pretty much what I call the ball game's over, unless they're just not really going to do it ever anyway. And it's better to find out early than it is after you're in it and they're trying to find excuses. So part of that is create early on results. Help them get past the mentality of where will you be next year if you keep doing what you're doing? And we all know the definition of insanity doing. You always do what you've always done. You've always got what you got right now. And I said, how is that working? My mama taught me this. How's that working for you, son? Usually when you can bridge that with them, they'll, they're the light bulb will come on and go, well, you're right. What I'm doing right now is not getting me where I really want to go. So let's, you know. And once you walk them through and you have a result, the phone rings, the product sales, somebody comes in their store, then it's like, this might work. Because all they need are found with most business owners is they just need a little bit of hope. They just need one success. They're, they're not looking for 10,000 people to show up. They're not looking for 10,000 sales tomorrow. They're just looking for one because nobody's given that to them up front kind of approach. So that's how I kind of get past that.

With all the clients you've worked with, what's the biggest success story you could share with us?

I tell you what, I love to tell this story.

We were in the process of restarting a congregation in an area and there was a new Chick Fil A. Well, probably shouldn't say that, sorry, cut that.

Restaurant there. And he'd been in business about three years and he'd gotten up to one and a half million a year and deal. And he was stuck. He couldn't get past that. And of course we would go eat there a lot with, with them because that was kind of our preferred place to go and lined up with our values and all that kind of thing, all the things that people do what they do. But, but we got to talking and I said, I think I can help you because I've been coming in here enough to already know what your issue is. So he set up a training. We brought his whole team in. And I'm also a certified personality profile disk personality profile. And I had all his team take the test and I have some particular tools I used. And so we got them all in a room and I laid what we call the team sheet in front of him. And he on his own said, I know what my problem is. I've hired a bunch of me and I Got them all on the same. I got them all on the same, same schedule in the daytime. They're all on the same shift. And no wonder I can't grow my business because I got too many me's in the wrong place. And so he redid that process and we kept bringing his, his, all of his teams and all his team leaders through this training to basically discover who they were, what, what role they best fit in in his restaurant. And he went from one and a half to three in over a year. And then he launched his second store and we did it again with him and he got up over four and a half and now he's launching his third store. All based on this one step of getting the right coaching, helping people discover who they are, where do they fit in best? Because sometimes that's all you need. You don't need a better product product, you don't need a better widget. You don't.

You.

Sometimes you just need the right people in the right seat on the bus, going the right direction. And that's all he needed. But he didn't know how to do. He couldn't see it. He took somebody from the outside to step in. And I love that, telling that story because it was such a success process of just helping people discover who they are and where they fit in the puzzle. And that's true for business owners as well.

It's hard to see outside of yourself, I mean, myself included, it's why I hire coaches, because, you know, you're good at your strength zone and you know what your power medium is and all these great things. But you know, straight up, I'm not even looking over here, I don't care. It's not important to me right now. Yep.

And oftentimes for him, for him, he was hiring quality, good people, but he was hiring himself, which that's normal, that's what people do. But he didn't realize that's not who we needed in places, you know, and so he was, he was handicapping himself every time he did this.

And he thought comfort thing that you were talking about earlier, being comfortable, you, you know, oh, I'm. Even if you want to hire a coach, well, I want someone who's not going to beat me up too much. Well, that's not who you need. That's who you want, right?

Yep.

So with everything you've done for business and the people you've helped, what made you want to launch your book?

Well, part of two components, mainly. One was to give, one was to tell the story. Everybody Firm believer. Everybody has a story in them. And there, there's people in the world that need to hear your story because they're not going to be moved by that person's story or that person's story. They're going to be moved by your story because they identify with. With your voice. Your voice. Not literally, but they could. Your. The voice of how you tell it, the conditions in which you came out of, and then how it happened for you. And it's going to inspire them. So one process was to tell my story. You know, I came from this. This is how life was. I found this. This is how life is different because I did it and you can too. And so part of that process came about to just be able to tell a story. But then the second thing is I've learned, at least in what I was doing in launches of, of like this book here, the leadership book, was part of leading a group of people is you got to get everybody on the same page. In other words, they have to be thinking about the same thing on the same, you know, with timing. They have to be talking the same language. They have to. They have to all kind of be guided. Well, it's hard to do that unless you are consistently putting something in front of them that everybody is reading the same thing, everybody is talking about talking about the same thing, everybody's hearing the same language, everybody's getting the same thoughts. And I don't mean literally the same thoughts, but in other words, their thinking patterns are being developed as you go along. So I wrote this leadership journal with quotes and thought processes to help guide a team of people to get on the same page. Another success story with that is I did that with an insurance company and the, the manager over the whole sales team said that, you know, it was the best thing they ever did because all of a sudden his team got on. On the same plane when they met. They were all able to. To have a dialogue about what they were doing and where they were and the things that were growing their lives, the things they were struggling with, the things that were liabilities to them. And so oftentimes, you know, that's. You've just got to. You've got this thing, you've got to get out. And for me, that, that was what, what that was for me is I got to tell my story and talk about what's, you know, what's changed my life because I know it'll change somebody else's life. And then because of the, my coaching training with the John Maxwell team is I'VE got to help somebody else. I've got to help somebody else do this, too. And so that's kind of what brought about my books.

I'm hearing that Servant's Heart. That's what I've always seen and known about you, and that's what I'm hearing again right now.

That's true.

That's awesome. Tell me about video. Why? I mean, why not write blog posts? Why do I see you on video doing live streams all the time?

Well, what. Well, of course I've been. I've been in the speaking business for, you know, 45 years, doing this on a lot of different ways. And it just comes easier for me to, you know, I forget what the statistic is. 78% or whatever. Americans are afraid to get up and talk, talk in front of people. Well, I've been doing that since I was 16 years old. So get in front of a bunch of people, whether it's two people or thousands of people, has not been a problem. So it's felt natural to me to get on Facebook live and to do video and to do training. And partly is because of my personality makeup, is I don't have to have somebody in front of me to talk to me, to be able to talk to them. I can see them in my mind's eye and I can speak to them. So video, to me, made just a natural bridge to get on and do that. And then, you know, then, you know, of course, the hardest part of videos, you know, about this is getting mapped out, what you're going to talk about. Well, because I'm in the John Maxwell team and you can see all the books. I'm a prolific reader, you know, I'll probably read a book a week. So I got a huge exposure to a lot of different things, and it makes it easy to talk about all kinds of things, you know, and. And having a formula is probably what makes it easier to do video for me. It's just I got this process I follow and that's it. It's easy to get on here and do it.

Well, I would agree. It's one of your strengths, and it's a natural complement to what you're doing, for sure. And I'm glad you do because I've caught a fair amount of your. Your content, and I enjoy it myself, too. So I'm going to ask you one of our. It's the newest thing I'm doing. I'm calling it the Expert Authority Roller coaster. Because in our business, we have ups and downs. You'd Agree?

Yes.

I'm going to ask you One of these 12 questions I came up with before we go to the imperfect action round and then we'll jump into the imperfect action round. So let's go with.

Who is an entrepreneur you would love to meet and have a conversation with.

Probably at this stage right now? Russell Brunson. I've consumed his stuff. I really just like to sit down and just, you know, I love, I love his energy, I love, I love what he's been able to do that he's probably, at least for me right now the person I would just like, like to sit down right here and have a conversation just like this, you know. And of course you may, your audience may not know who Russell is, but he's, he's the, if you've heard of clickfunnels, he's the, he's the guru of clickfunnels and very successful entrepreneur, does a lot of philanthropy work with the, with, with what he has made from, from having a very successful business, you know, schools in Africa and all kinds of things. So he's a giver. And I think people like Mario, you pointed out people who have servants hearts and givers hearts recognize that in each other pretty quickly. It's kind of a, kind of a, kind of a mystic thing that goes out in front of us and around us and people recognize it.

Game recognized game, right?

Yes, exactly. And so that's for me, that's probably the person at least right now that I would like to meet.

Yeah, he's a great guy. I would, I think that's totally doable. Truthfully. I know that's totally doable.

Oh yeah. I just need to go up there. I mean, that's a great thing. He is, he's one of those people that wants to be accessible to people. He wants to sit down and talk with people and, and hear their story and that kind of thing. And you have to appreciate that kind of.

That kind of spirit and attitude toward. I know where I came from and I'd just soon sit down and talk with you as I would the next Tony Robbins person. And that's the kind of guy he is. And I get that.

Excellent. Well, I appreciate you for sharing that with us. We're going to thank our sponsor and come back for the imperfect action round.

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Once again, that's eainterviews.com acorns all right Dean, are you ready to take imperfect action?

We're ready. We're going to try it. Yes, I believe in that first question.

I got for you. What is the fastest path to the.

Cash in your experience.

For most business people? What I see the fastest path to cash is to create a simple process for people to engage with you so that they can spend money with you. And and for me I see for most business owners that's in the digital world at least that is what I call the one click process and Russell comes from that. But everybody is on their phone and so the quicker you can get people engaged in a phone then the quicker you can get them engaged in some kind of transaction process. So I look at that as that's a fast path for cash. Like you go in a restaurant, many times you leave restaurant and they didn't get your name, they didn't get anything about you and they just expect you to come back when they could have just taken a simple process and engaged you on your phone and then they could keep you engaged and get you to come. Because one customer coming back one more time a month is a 12% increase in profit. 12 just one time. And so it's just simply making it easy for customers to spend money with you. Simple sometimes as one just create one tool that will give you a click and they're connected to you.

Excellent. Number two, what is the biggest problem you see your prospects making and the fastest way they can fix it?

I think for most brick and mortar stores, even speakers and trainers and Coaches, people that are in any kind of network, direct sales thing is they don't have a follow up, follow through system. Just like I talked about in the restaurant. They don't have a way to engage you, but then they have no way to follow up, follow through. You go into the store and you buy something, you buy it and you leave and they never know who you are. If you're on the stage and you're talking to people and there's a rush to the back of the room, nobody's ever, you know, you're going to get connect to a few people. But what about the rest of the room? If you're selling a book, you know, one person buys your book, okay, they bought your book. But did you give them a way to keep connecting to all the other great stuff that you have? Because that book you didn't pull out of thin air. There's a lot of things went into that. What else can you connect them to to do that? And I think the fastest way today to fix that is to engage people with digital technology that makes it, and I've said it already, I'll say it again, I hate to keep beating a dead horse here, but it's one click create environments that bring about one click transaction. Because hey, eight seconds is not very long today for people and they're moving on. They're just keeping scrolling through that thing and you have to create that. That's why I love video and that's why I love one click technology.

You know, Amazon comes to mind also keep that barrier of entry very low and you'll increase the conversions, no doubt.

Yes.

All right, third and last question for the imperfect action round.

How would you say is the best way to maximize customer lifetime value?

You know, everybody that's engaged in any kind of marketing process, which is oftentimes brick and mortar stores and even authors and speakers and coaches and people in sales don't realize is content, people are hungry for content. I mean if you, if you stop and think about why does Google work like it works? It's all about content. Why does YouTube work? It's all about content. Why does Pinterest work? It's all about content. Why does Amazon work? It's all about content and product giving people what they want and even what they need. But the process there often times for business owners is they don't have a way to increase their value in the eyes of their client and customer. They're you know, one time sale. Okay, well can I get them to do again versus how do I Value stack what I do. And if you take a brick and mortar store and we're all familiar with this, you walk up, you buy something, the first thing is, do you want to buy a warranty for that? Okay, well, people do. People don't. But what do you do beyond that? What do you do beyond that? And that is getting people engaged in an ongoing process of giving value, whether it's education to them about the products or other products, or is it experiences that they do or rewarding people for what they do. Know how you spent this with me? How would you like to get a free $300 gift card for hotel stay? Do you travel? Yeah, I do. Well, here, let me give you that. So it's giving people stuff that they don't expect that keeps building value over and over and over again over a period of time. It's not a one and done kind of thing, which, hey, when you're busy and trying to run your business, oftentimes that's all the time you have for. And that's the struggle that business owners don't realize is you don't do this well. So get somebody, as you mentioned earlier, get somebody that does, and they'll pay for themselves over and over and over again because they're able to stack that value out of those customers, because that's a huge way of doubling your business.

I appreciate you for the insights on that because it's so important. Like you're saying, give the results in advance, but also keep the value going during and after the, you know, you've done business with them, because that's what people want. So many people. I felt that myself too. It's like, are you just looking at me as a transaction, or are you looking to build a relationship down the road? Even if we only do business once a year, do you actually care or not? Right. So with that being said, what is one book you would recommend that's made the biggest impact on your life?

Wow. Somebody asked that question this morning on a Facebook feed. And I said, I, you know, I can't answer that because I'm a prolific reader. I don't know that there's been one book that made one big, huge difference.

I'm gonna lead you a little bit. I think in the grand scheme of life and knowing you and your background, there's one book you could recommend.

Oh, yeah. I mean, well, probably for me, the biggest impact book is.

After the Bible, first of all, after the Bible, because it's a container of truth. And most everything you find that works in this world has some connection to the Bible.

Thank you for saying it. I have asked this dozens of times and if you noticed, I didn't say business book.

Right? Right. So. Because that's, because that to me, if you, if you understand truth and whether it's in business or in the spiritual world or in your social life or in your relationships, truth is truth. And you'll find that that somewhere is connected to what the Bible has to say.

You may not know it, you may not recognize that it does, but it does.

It's one of my favorite things to look up because I would also say the Bible for number one. And also if you look at a lot of the self help books, the principles they have in there, you can directly correlate to scripture in them. It's like all this came from somewhere. Where did they learn it from? Where'd Napoleon Hill learn it from?

Right.

You know, there was somewhere. Let's go back in time a little bit. So appreciate that recommendation. That's awesome. Where can people find you to get more info on you?

My website, dean renfro.com. you can find me there. My marketing business is your marketing doctor. Your marketing doctor. Co. You can read my blog there. We have a lot of great stuff there. And, and so you know, of course, Facebook page as well. But, but you know that, that's where a lot of, you know, I put a lot of stuff out through those, those, through that medium.

Very good. Well, it's been an absolute pleasure, Dean. I look forward to connecting with you again. Thanks for coming on.

You're welcome. Hey, I appreciate the opportunity, really to be on the show. I appreciate that very much.

All right, Expert Authority World, where we have another great episode. Hope you got a lot out of it. We will see you on the next one. Have a great day and God bless.