What numbers should you track for EOS (Sales & Marketing)

In this video, we're going to discuss numbers that you should be tracking for EOS if you're looking at the sales and marketing seat, and also how to pull some of those numbers because it can get a little confusing when you're looking at your marketing, especially if you're in the business and you don't have someone external that really knows how to track these things. I'm going to go through some strategies to help with tracking these numbers real quick. My name is Phil. I'm the owner of Flash Consulting. I used to be the director of business development. So in that sales seat in the EOS model for a local service business. And what I realized was that there's an issue between digital marketing and local businesses. So I decided to create a consulting company that basically takes all the digital marketing information and articulates it to the business into that sales seat and to the marketing director to explain what's going on from a digital perspective and to team up with them to come up with strategies to grow their business. And so we've done this for a bunch of different companies to all different kinds. We mainly work with local service businesses. And, and that's what we're going to talk about today is what does that sales and marketing seat look like and what are some of those numbers and how can they track them and more importantly, how can they grow them? All right, so I'm going to use this customer journey as we go through some of the strategies to grow those numbers. But let's just get right into these numbers that we would recommend looking at and how you can pull these numbers. So the first one is your call booking rate, the way that you can pull this number. There's a bunch of different ways, but I'm just going to go through a simple way and then one that if you don't have this platform, then a different way. So the first way is in your CRM, your client relationship manager. If you're using one like Service Titan or Service Fusion or something that integrates with your phone lines, you're going to be able to track every single call that comes into your business and you're going to be able to label it as a lead. So this is really easy to look and say, how many calls did we get? And then how many of those calls turned into book jobs? If you Service Titan, it's on your dashboard, makes it really easy. If you don't have a CRM or you don't have this visibility, here's what you can do. Go into your call. Let's say you use nextiva or some type of your call lines. And if you have a smartphone system, you'll be able to see how many calls that you get every single month. And once you get that number, let's say it's 500, 800, a thousand, then I typically recommend taking 50% of those as new customers or prospective customers, and 50% as returning customers or current customers in your database that are calling about whatever, obviously your business, you know what it is. If you have a long time of doing work to completion, you know, a couple months, you're going to be talking with people a lot. If you're just a one and done service, there are no reason they should be calling you two, three, four times. So you know what that number is. But coming up with a lead number out of that percentage, you got a thousand calls, let's say 500 of them were actually lead calls. And then most CRMs, you can see how many jobs that you booked. And so you're going to be able to see that number between calls and jobs booked. What we see in the marketplace is that service titan, it's one of the CRMs that a lot of service companies use. They did a study and they found that on average call booking rates is 42% across the board. Companies that have 25 employees or higher, they're at 59% and companies that have five technicians and less are at 24%. And so you can fall in there. If you're carpet cleaning, you're probably going to be a little bit higher because you have more repeat business than just new customers that you have to sell over and over again. The last way to get your call booking rate is old school. Get a pen and piece of paper here if you have one CSR and and literally track the calls on a notepad. And every time you get a new lead call, just take it and just mark it down, mark it down, mark it down. And after the week you can total up how many calls you came in. And then when you book a job, tally it next to that and then you get that job book. So this is a great way to set benchmarks in your business because each week or each month, you should want to have a specific call booking rate. If your average is at 20%, then you know that if you increase your call booking rate to 50% and then you're gonna more than double your business just by increasing that one number and by tracking it. That's why it's so important. All right, next is your overall leads. So we just Talked about getting calls in. But there are a bunch of other ways that you can get leads. You could be doing Yelp ads and you can get Yelp messages. You can do Angie ads and you get Angie messages, thumbtack, Facebook emails, maybe you have a chat widget. There's a bunch of different ways that you can get leads in your business. Even email people might email you. So coming up with a number, right, all these different lead sources coming in from all over the place, you need to come up with a strategy to keep track of how many leads that your business brought in. Because this is going to really help with your lead conversion. Because you know your call booking rate is at 50%. But let's say that you know that you just need to increase your leads or your call booking rates. This is gonna help you generate more jobs. And so coming up with your lead channels and then tracking how many leads that you get into your business every single month and setting a goal, really, really important. Another way that you can do this is by using Google Analytics. If you use a professional digital marketing company, they should be able to set up goals. And what this means is that anytime, any action happens on your website, like a form or something else, it's going to track that as a lead. So then you'll be able to easily pull this lead number. This is what we do for our clients. Next one is jobs books. Same thing as what we're talking about with the call booking rate. Most CRMs you can see how many jobs you book in a day, a week, a month, a year. You, you should look at year over year numbers. So what we typically recommend is looking at last November versus this November, especially for service businesses because a lot of times they're pretty seasonal. So you don't want to look at last October verse or last month versus this month because October, November could be wildly different months. So we recommend looking at November to November, December to December and pretty much everything should be the same. Now obviously with there's a bunch of different circumstances that could be going on that could change that. But just on principle, year over year numbers is really good total inbound leads. So we kind of talk through that here. You might segment these leads out. So a perfect example is, let's say, let's say you, you do air duct cleaning and you also do dryer vent cleaning. Well, you may only want the air duct cleaning leads. Really you want to push that dryer vent leads you don't really care about. So you only in leads. You might just want to only track air Duct cleaning leads and you also want to track your total inbound leads. So, so that way you can really focus on these specific types of leads for your business. H vac maybe you only want new install leads, you don't really want your service leads to focus on that specific number and get that granular. So for a lot of businesses, they really want to push this one segment of their business over the next year, so they focus on that. Next is Google Reviews. This is important for some businesses. We typically recommend tracking this number because especially in EOs, when you think about your vision, your core values, your big rocks, your Google reviews in my opinion, will help articulate down, down to your team and allow them to see like good customer service. There's something bigger than them that they're building and they should take pride in what they're doing. And so having Google reviews and having them ask for Google reviews will show are you doing a good job of pushing these values, getting these people excited about what they do. And it also obviously really helps with your search engine optimization. A bunch of other things, but this is just one barometer. You could use a bunch of different things, but we see a lot of clients using this new customers and returning customers. So especially when it comes to your marketing numbers, we highly recommend tracking your new customers, especially if you do a very repeat intensive business like H vac carpet cleaning. It's obviously good to get new customers in and service your returning customers, but new customers is new lifetime value. So just because you do a carpet cleaning for 400 bucks, that lifetime value of that client is probably 1600, 2500 even more. And so really we'd like to focus on this new customer number to bring new people into the database to then funnel them around. And I'm going to show you some strategies for increasing these numbers. But this is a really, really big focus. So in most CRMs they allow you to pull out new customers. And so that's typically how we get this number in Google Analytics. You can see it a little bit, but really the best way to do it is in your CRM. You can typically build a report by, created by. And what this will allow you to see is any new customers in your database that was created, not created by, but created in a specific time period. So you could say any new customers that were created in November, any new customers that were created in October, then you'll be able to pull that number and see how many new customers and hopefully even revenue or lifetime value or whatever that stat is that they allow you to see. Returning customers. Similar. What percentage of your customer base is returning over a specific time period? And this is really important because if you're growing your new customers, then also you want to be retargeting your returning customers and bringing them back in the funnel. Is it, you know, 30% return rate on a yearly basis, 60%, 70%, whatever that number is. You want to try to come up with a number for your business. You might just have a feeling off of gut. But how can you actually track your returning customer number? This is similar with a new customer report. You can build the same thing for a return customer and you just do the difference. So let's say you had a new customer and you booked 100 jobs for new customers, but in total you booked 300 jobs. So 200 of those were returning customers. And you know, in your returning customer database you have a certain number. And so you can start to work backwards from that. So these are some of the EOS sales and marketing numbers that we would recommend tracking. There's probably some other ones that are out there. I'll be curious what other people are tracking. You can drop a comment below, but let's talk about a couple strategies to help grow these real quick. We make a lot of videos about this, but I'll just go through some of the ones that tie specifically to eos. So when we look at just in holistically is generating leads. A lot of times when people contact Us, especially with EOs, when they're running through their L10s, there's kind of constantly seeing like leads are down, these are down, jobs booked are down, that kind of stuff. And so they typically contact us because they want more leads. Now there's two ways to get leads. You can get new customers and you can get returning customers. And we just talked about that a little bit. But when you create visibility, you can do all this stuff. You can do SEO, search engine optimization, you can run ads online. You can build relationships with business to business opportunities. You can do direct mail. You could make prospecting calls to people from last December that didn't work with you this December. You could post more on social media. You can run ads on social media. There's a million different things that you can do here. The number one way to get more leads in your business is retargeting. Retargeting is the fastest way to contact people. So you could take your entire database. Let's say you have 10,000 people and you could send them an email, a text message, some type of campaign, a voicemail, something like that to contact them and say, hey, we're running a special right now. It's for this, this and this. Contact us if you're interested. And this works. It's a gold mine if you have thousand, ten thousand people to retarget them and bring them back into your funnel and to run them through this funnel. So that is a great way when it comes to leads. The other thing that we like to look at is your call booking rate. So this section here in your conversion is your call book rate. This is really important. A lot of times what we see is these people, they're just order takers, like CSRs, customer service representatives. They're not sales associates or salespeople, so they turn into just order takers. Someone calls in and says, hey, I want to get my carpets cleaned. How much is it? They say, oh, it's 300 bucks. And then it's crickets. And there's no value proposition. There's no additional sale. They say, okay, I'm going to talk with my wife or my husband and I'll get back to you. And then they're like, okay, sounds great, right? So this just came in here and then it didn't make its way through this process. So we look at ways that how can you optimize your conversion? And so some of the strategies that we look at is, okay, well, what if you were to get the person's email address and send them an email and say, hey, oh, I understand you're getting prices. Let me send over a verified estimate for you so that we have it for your records. That way you can contact me via email and you have it so that way you can review it with them. Typically, people will say, okay, that sounds good. And then you could even ask them like, hey, if I don't hear from you, is it okay if I follow up in a day or two? Sure, makes sense. So adding that in here. The other thing is having some type of a sequence that they can go in, like, hey, let me send you a little bit more about our process. We actually have this cool virtual tour of this and this and this. Or we have this thing that we created. Five reasons or five steps to take. When you're purchasing a new H Vac system that I think might be helpful for you. Can I send that over to you? Right, Something to add value so that you can bring them through this conversion process that helps you stand out, but also gives you some piece of information like their phone number, their email address, and a reason to follow up with them. Like, even if you send them that email then you can follow up with a call because you have it on your caller ID and say hey, I just want to make sure you got that email that I sent you yesterday. Did you get a chance to look at it? Do you have any questions that I might be able to answer about your H vac purchase? That is good customer service and what that will help you do is to bring people to this conversion. So that's what we do at Flash. We sit down, you know, look over these numbers with clients, come up with strategies like we just discussed on ways that we can help push these numbers. We have tools and resources that we can help implement in your business to help you grow. If you're interested in setting up a meeting, I'll put a link down below and be sure to hit like and subscribe. We post content about growing local service businesses and we'll see you in the next video.