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What does it take for someone to go from just discovering you to buying from you again and again?

Why do some loyal buyers turn into brand ambassadors while others don’t?

What we’re really describing here is a sales funnel. We break down every step along the way in this episode and go into great detail. Whether you’re just getting started with selling products or you’ve been selling for a long time, I guarantee you’ll get tremendous insights from this episode.

We cover how to attract the right people, build the relationship, encourage them to buy, and ultimately get them to spread the word.

If you’ve felt overwhelmed by things like email lists, lead magnets, conversion rates, and automation, this episode is for you! We break everything down into usable pieces to help you make sense of the overwhelm.

Highlights, Takeaways, Quick Wins
  • Give casual browsers a really clear call to action on your homepage.
  • Tailor your lead magnet specifically to the person you want to reach.
  • Don’t ask too many things in your welcome email. Focus your message or question.
  • Talk about your product in every email throughout your email sequence so by the time you build up to the big sell it’s already familiar.
  • When you attract the right people from the start, leading them to the right product with a purposeful sales funnel is easier.
  • (Surprise!) People have to be aware of your product in order to buy it. That means you need to talk about your product often.
  • If they don’t buy, ask them why.
  • Send daily emails. No, it’s not too much—not if it’s the right message to the right person.
  • When you keep providing value to your best customers and engage with them beyond the sale, you’ll be the first person they recommend.
  • You’ll never turn customers into loyal customers if you’re not following up and helping them after the sale.
  • Shower your loyal customers with added value and gifts. Reward their loyalty.
Show Notes
  • 03:42 Sean: Turning casual visitors into loyal customers—here’s the secret: what we’re really describing is a sales funnel. That’s the friendly version. Turn browsers into buyers, casual visitors into loyal customers. That’s a sales funnel. We were like, “It’s a good thing that we didn’t say ‘sales funnel,’ because that might scare people off.” I thought Kyle said something really interesting this morning. Basically, a lot of people either know what a sales funnel is and think, “I have to build that or get that at some point. I need to pick it up off the shelf, buy a sales funnel, and plug it into my site,” or something like that.
  • 04:23 It’s not this ad hoc system. Right now, if you have a product, if you sell anything, you probably have what could be described as a sales funnel, but it’s probably a really bad one or one with a bunch of holes in it. It needs to be fixed, to be patched up. Today, we want to have an intentional conversation about what that looks like.
  • 04:46 Kyle: There are so many people that have a website, a newsletter, and products. They have these pieces, but they’re not putting these pieces together. When you say “sales funnel,” it sounds like you have to put together this big new system or process.
  • You already have the pieces for a sales funnel, you just need to put those pieces in the right order to create a cohesive experience.

What Experience Do People Have on Your Site?

  • 05:23 Sean: Let’s get more into the experience and talk about the experience someone has when they come to your site. What problem do you see a lot with people’s website experience, Kyle?
  • 05:37 Kyle: A lot of the time, the homepage is usually the first thing you land on, and it has zero identifiers as to what the person does. You don’t get a strong message in the beginning, and you don’t connect with what to expect from this site. “What should I be doing here? Where do I go from here?” People want direction, they don’t just want words that don’t mean anything. A lot of times, that’s the issue. I’m going to make this up here, and it’s probably terrible.
  • 06:11 “I’m a rockstar programmer.” Okay… what are you offering? Is this just a site to memorialize you? Are you taking on clients? Do you have a product to offer? What’s going on? That’s an instant leave, because it doesn’t really feel like you’re supposed to do anything else there.
  • 06:35 Sean: I see that a lot, lack of clarity on a homepage. The person is wondering, “What’s in this for me?” Everyone is focused on themselves. “I’m this, I’m that. I love this. I can do that.” What’s in it for me? That’s all I’m wondering. Speak to me.
  • On your website, tell me what I can expect, why I should buy your product, and what I should do.

  • 06:59 If you’re telling me, or whatever visitors you have, to do everything, they’re not going to do anything. Give them a really clear call to action. Before we get into all of these different pieces, I want to start by reverse-engineering this. Let’s start with the end in mind and work backward. What do we want? We say, “turn casual visitors into loyal customers,” so we’re trying to get a loyal customer.

Creating a Loyal Customer

  • 07:26 Sean: Let’s define what a loyal customer looks like. A loyal customer buys from you again and again, and they tell other people about what you have to offer. They spread the word, they give you referrals, they’re an ambassador for your brand. A loyal customer is the lifeblood of your business. You get repeat business from them. They’re supporting you. They’re spreading the word. How do you get a loyal customer?
  • 07:57 Take a step back from that, and you’ve got a customer. Something has to take a customer and turn them into a loyal customer. Work back from there, we’re reverse-engineering. How do you get a customer? You have to have an interested prospect, someone who is considering buying what you have to sell. For them to consider buying what you have to sell, they have to be the right prospect.
  • 08:23 They have to be the right person that your product can actually help, that your product is for. Back up a little bit further, and you have a browser, a visitor, someone who is landing on your site. Maybe they’re the right person, maybe they’re not. Chances are, most of them are not your ideal customer or the person that will turn into a loyal customer. How do you take the right people of that group and turn them into a prospect, someone who would consider buying your product?
  • 08:59 Kyle: When I think of that process, the easiest way for me to break it down in my head, which is helpful for a lot of people, is to stop thinking about people as some entity that exists out there and happens to come to you. Yes, they are your customer, but it’s like getting into a room of people. The visitors on your site could be that room of people.
  • A person begins to buy into what you have to offer when you discover points of common interest.

  • 09:39 They become an acquaintance at that point. If you have ever gone to a conference and you see someone and talk to them, and then you keep seeing them, it’s this casual, “Hey, how are you doing?” Later, you get into this deeper thing. It may even be a one-on-one situation where you get on a call with them or you send emails back and forth privately. That turns into more of a friendship. It deepens, and it keeps deepening from there.
  • 10:07 Maybe not everybody is that close friend in the end, but those are the really loyal customers. You’ve created a deep, lasting friendship with them, if you want to look at it that way. It’s very much a human relationship. When people hear “customers” or “sales,” they automatically go to this corporate, machine mentality of, “We bring people in, we have people buy products, and the people keep buying products from us…”
  • 10:35 Sean: We convert them. I’m glad you said that. I think a lot of people just envision a cloud. They look at their stats, and they think, “348 people viewed my page today.” It’s just a cloud with a number 348 on it. It’s a mist, not actual people. I like that you brought up this idea of thinking of people as being in a room, actual people being in a room. How silly would it be to go into a room and say, “I want every single one of these people to be my best friend!”
  • 11:06 It’s not going to happen. You don’t actually want that, Cory Miller. You think you do. You’re not all going to be your best friend because they’re not a good fit for being your best friend. You want the people who are a good fit, and the other people, it’s fine that they’re not. Maybe they will be later. Maybe someone else is better for them. It’s similar with a product. Don’t assume that every person who visits your site will become a loyal customer. It’s just not going to happen. Only a subset of them are. So, what is that subset, and how can you attract only those people?

Deepening Experience With a Lead Magnet

  • 11:50 Sean: Something I say a lot is, “The lead magnet defines the prospect.” The lead magnet is what you use as an incentive to get people onto your email list. Instead of saying, “Sign up for my newsletter,” you say, “Sign up and get this bonus, this extra thing.” That bonus, whatever it is, can be a simple little thing. Spend 20 minutes on it. It doesn’t have to be crazy. It doesn’t have to be an eBook. It doesn’t have to be crazy, just specific.
  • 12:19 Make your lead magnet specific to the person you want to reach. Let’s say that you have a product that’s sports-related. Help me out here. What’s something for a runner? Give me an example of a product that would be used by a runner. Kyle, what’s a good example of a product for a runner?
  • 12:46 Kyle: Running shoes.
  • 12:49 Sean: If you’ve got all kinds of sports people coming to your website, you’ve got swimmers, football players… Football players need cleats, right? They don’t need running shoes. The lead magnet you might have, if your product is running shoes, could be something like, The Top Five Things to Look for in Your Next Pair of Running Shoes.
  • 13:12 Kyle: Or, How to Keep Your Running Shoes in Working Condition.
  • 13:14 Sean: Exactly. Who’s going to sign up for that? Is the swimmer going to sign up for that? No. Is the person looking for football cleats going to sign up for that? No. The runner is, the person who’s looking for running shoes. This is a “do what I say, not what I do” thing. I’m speaking purely theoretically. I know that we don’t do everything perfectly. That’s what I’m going to be spending the next few months on—perfecting our sales funnels.
  • 13:42 I’m going to be listening back to this and applying my own advice, because I know that we haven’t done that in all areas yet. We have a lot of generic lead magnets that don’t align with products. That’s not a purposeful sales funnel.
  • You’ve got to attract the right people and lead them to the right product using a purposeful sales funnel.

  • 14:01 A lot of listeners, I know, have done the first step. They’ve got an email list. Maybe they’ve got some kind of incentive or opt-in, but it’s not aligned with the prospect that they want. It’s not aligned with the person who will buy the product that they have. That’s the most important thing. You don’t want everyone. You want the right people. If you get everyone on your list and they’re all the wrong people, they won’t buy, and you’ll have a very high email service provider bill.
  • 14:28 That’s not a good thing. I want to speed up and get through more of the sales funnel, essentially, but that’s the first piece. If you don’t get this right, the rest of it really isn’t going to matter.
  • 14:40 Kyle: I want to mention really fast, continuing on the friend thought here, that’s what I’m doing with my current lead magnet. Like Sean said, you don’t have to do this crazy, intricate lead magnet, but I had a bunch of blog posts that I could put together in an order that made sense. When someone signs up for my newsletter now, they’re essentially enrolled in a mini course with daily emails.
  • 15:07 That’s part of my sales funnel to get rid of the wrong people. You don’t want to get an email from someone every day if you don’t care enough about the content. You’ll just unsubscribe. You’ll be sick of receiving this content. That has happened, fortunately. It’s weeding out the people who wouldn’t continue and buy into a course I’m working on.
  • 15:30 Sean: For those listening, Kyle just described the next step that you need to take.

Email Automation Sequences

  • 15:34 Sean: The next step you need to take is to put in place an email auto responder. If you want to turn a casual visitor into a loyal customer, this is the process. Someone signs up for your lead magnet. That’s great. Deliver that. Ask them what they’re struggling with. Get that data. On autopilot, you’re going to have replies coming in. Do you have a welcome email, Cory?
  • 15:56 Cory: I do.
  • 15:57 Sean: Do you ask people what they’re struggling with?
  • 15:59 Cory: I don’t.
  • 16:00 Sean: Do you get any emails?
  • 16:01 Cory: Sometimes. Not many.
  • 16:07 Sean: If you ask them a question, you’ll get replies. That will happen automatically. A lot of people say, “I did the struggle question, and I don’t get any replies.” I’ve revamped Shawn Blanc’s welcome email where he asked the question, and he got something like 20% more responses.
  • Don’t ask too many things in your welcome email.

  • 16:35 “Hey, will you leave me a review on iTunes for my podcast, and will you go buy my product? Check out these awesome resources, use my affiliate link, and hit reply! Let me know what you’re struggling with!” Have a clear focus. I talk about this in all of my writing course, Supercharge Your Writing. Skimmability! When people are reading this email, they’re not really reading it word for word, in most cases.
  • 17:03 They’re going to skim, so what do the headers say? I’ve got a header that says, “Hit ‘Reply’ On This Email,” and then I’ve got a big block quote that says, “Here’s the one thing I want to know: what is your biggest struggle when it comes to X?” Then I say, “I read each and every reply. It’s going to help shape the content that you receive. Hit reply on this email.” They’ve got three big sections that they see at the end of the email, and nothing else. I get a lot of replies like that.
  • 17:30 That’s on auto-pilot. You start to get a sense of who these people are. Who was attracted by the lead magnet you put out? What are they struggling with? Take the information you get from your welcome email replies and create your autoresponder series. As Kyle alluded to, that should be a daily thing. You should configure this to send emails every day—not once a week, not Monday, Wednesday, and Friday, but every single day.
  • 17:58 “But Sean, that’s too much!” Calm down! It’s going to be okay. It’s not too much, because the person interested in running shoes, in running, when they wake up tomorrow, what are they going to consume on Twitter? On their YouTube subscriptions? In their email inbox? What kind of content? Running! It’s the same for everyone. We all do it. You’re interested in politics? You’re interested in business? You’re interested in clothing or fashion? Look at your Instagram feed, your inbox, your YouTube subscriptions, your Twitter follows.
  • People consume content on the topics they’re interested in every single day, the only question is whether that content is going to be yours or a competitors.

  • 18:44 Get ahead of that. Schedule things out every single day. What content do I write? How could I write so much that I have an email every single day? Look at the responses you’re getting. Source it from the replies you’re getting. Now you’ve got a sequence that reads peoples’ minds. If you’re just reading peoples’ minds and answering their questions, how does this lead to buying a product?
  • 19:06 Kyle: It’s really interesting. On the topic of autoresponders, that’s one thing I’ve noticed. If you just have a free Mailchimp account or something, you don’t have autoresponders. I invested in autoresponders really early on, because I knew that you sacrificed power if you sign up for a newsletter that doesn’t have an autoresponder or any kind of onboarding for your email list, because that’s kind of what it is.
  • 19:41 It’s introductory stuff, initiation. If you don’t have that, it’s like showing up to a conference talk in the middle of it. They’ve gone through these things, and you lean over to the person next to you and ask, “What did they just talk about? I just got here late. I don’t know what they’re talking about.” It’s really confusing, because you don’t have the context. If you give people that context, that’s how it makes sense for them.
  • 20:10 At the end of that autoresponder series, and I should also say throughout, you should mention the course or whatever it is you’re selling. In my case, it’s a course. Mention it. At the end, you can say, “This is the solution to all these things.” By the end of it, you’ve heard about it so much. You’re like, “Oh yeah, he mentioned that a lot through this. It connects in my mind with all of these topics he’s talked about. I want to go deeper on all of those, so I should buy this product.”
  • 20:42 Sean: That’s really good.

Talk About Your Product Along the Way

  • 20:50 Sean: Is anyone tracking with us? Does anyone have all of these pieces in place? Does everyone feel like they have none of these pieces in place? If you have this autoresponder sequence, you’re answering peoples’ questions and you have a pitch at the end. You’re addressing peoples’ concerns, you’re leading up to it, you’re inserting testimonials, case studies, results people have had, FAQ, and all of these things are good. You should be doing these things.
  • 21:55 The autoresponder should relate to your product. A lot of people wait until the end. They lead up, they have this strong pitch, and it’s like, “I hope you’ve been enjoying all of this. That’s what my product is for! Go buy it! Hardly any sales are coming in. What’s the deal?” You’ve got to be mentioning it more often and closer to the front. I would even recommend mentioning your product right off the bat—not just in the first email, but on the confirmation page.
  • Mention your product on the confirmation page for your email newsletter subscription.

  • 22:32 They sign up. If you want to see this in action right now, things will change in the next few months, but if you sign up at, you can do this even if you’re already subscribed and it will still work, you can see my newsletter subscription page, the confirmation page, once you sign up. Go check that out.
  • 22:50 I’ve got a buch of cool things there that I think you can take some ideas away from. One of them is that I go straight into pitching membership. Maybe that’s not super effective because it’s a general thing talking about the benefits of membership, but it puts it in peoples’ minds right away. Most of the time, they don’t buy from that page, but they’re like, “Oh, there’s a membership.”
  • 23:14 Maybe they made it there and they didn’t even know. At least they’re aware of it now. They get a welcome email, and it’s like, “Oh great, some cool resources.” It mentions that there’s more on this topic inside the membership. It keeps it top of mind for them. Just like a casual mention, insert that in there and continue to provide value.
  • Talk about your product throughout your sequence, so by the time you build up to a big sell, your subscribers are familiar with it.

  • 23:43 It’s not something they’ve never seen before. It’s something they’ve been thinking about and possibly even considering.
  • 23:49 Kyle: I think it also establishes trust. I don’t know if everyone has experienced this, but at least in the US, you might go to a store or a mall, and you’ll see someone with a table. They ask you, “Who’s your current cable provider? Who’s so-and-so?” They seem to be having this genuine conversation with you, and all of a sudden, they’re like, “By the way, we have all these packages. We can do it today and set it up for $19.95.” It’s this big sales pitch.
  • 24:23 All the trust is gone. They weren’t transparent about it. It was like, “I want to create this relationship with you and then sell to you suddenly.” When you start mentioning your product, even casually, throughout your autoresponder series, it’s like, “Okay, I understand that they’re building this thing to help me with this. At the end, they get the hard sell of, “I actually want you to buy this.” It’s not a surprise. It’s not out of nowhere.
  • 24:50 It doesn’t feel like, “I received a bunch of free things, and now they expect me to do this. I have to do this. I’ve been mislead this whole time.” It’s transparent.
  • 25:01 Sean: Another thing you can do is this. If you don’t have a way or you want the quick solution to this or you’re struggling with it, a simple solution is to go into your autoresponder emails, and in your footer, at the end of the emails, write, “P.S. My product link helps more with this.” That’s it. Or, “My course goes into greater depth on this topic. Link. That’s it.
  • 25:30 Just a little plug there. Consistent. Maybe you change the wording each time. Maybe it’s not there one day. You can play around with that, essentially. You’re nurturing people, providing value, and making people aware.
  • People have to be aware of your product to buy it—they have to know it exists.

  • 25:53 Kyle: They don’t just notice announcements?
  • 25:55 Sean: No, actually they don’t. Also, they aren’t telepathic. They can’t just figure out that you have products. You have to tell them about it. You have to actually tell them that you have products. You have to link to those pages. You’re like, “Sean, I don’t want to sell!” All I hear is, “Sean, I don’t want to make money!” If you’re uncomfortable selling, you’re not sold on your own product. You have to be sold on your own product. Believe in what you’re selling. Believe that it’s going to help people.
  • 26:25 If you’re not sold, that’s going to come out when you talk about your product. People can immediately tell that you don’t believe in what you’re selling. They’re looking to you for how to feel. If you don’t believe, they’re not going to buy it, even if it could make their lives better. They’re like, “If it could make my life better, he wouldn’t be so apprehensive about it. He wouldn’t be so shy and timid about it. If this actually helped me, he would be really selling it for $99. She would really be selling it for $199, because she knows that I’m going to get $1,000 worth of value.” Be confident in your selling.

When People Don’t Buy Right Away

  • 27:07 Sean: Most people are not going to buy at this point. They’ll go through the autoresponder sequence, they’ll reach the hard sell, and they’re not going to buy. Biggest mistake and a mistake we’re making all across the board, which is why I’m going to be working on this, is just leaving it at that. Okay, that’s the end of the sequence. Dump you in the list to get the general newsletter. Why did they not buy?
  • 27:32 Number one, if they don’t buy, ask them why. If they buy on the hard sell, you’ve got a goal for your sequence, so you pull them out of your sequence if they buy the product. Then they don’t get any more emails. If they continue to get emails, it’s because they didn’t buy. If they didn’t buy, ask them why! Your next email should say, “Any reason this didn’t catch your eye, this wasn’t for you, you didn’t buy today? Hit reply on this email. I’d love to help you out with this.”
  • 28:11 Get the data. Figure out why, and once again, it’s the same as the lead magnet and the welcome struggle question. You’re getting data so you can create content that reads minds. Once you figure out from 20, 30, 40 people—it could even be half a dozen people, it doesn’t have to be a ton—why they didn’t buy, you could do one of two things. You can go back to your original sequence and patch things up. Make it more tailored to people’s real struggles that you’re finding out now.
  • 28:42 Two, you can add more content on the back end, after the sales pitch. You know the reasons they didn’t do it. “Okay, you didn’t get the course because when are you going to find time? I totally get it.” Now, you’ve got their attention again. Go back into providing value, and eventually lead into the sales pitch. Another thing you can do is downsell. Maybe they didn’t buy your $500 course because they don’t have $500, not because they’re not interested in the topic.
  • Ask yourself what you can provide at a lower price point to downsell people, and eventually they might buy your higher tier offerings.

  • 29:26 Kyle: The craziest potential issue that is overlooked a lot is that you may even have people that don’t receive that last email. It might go to their junk mail or something. They weren’t even sold to. It’s not that they didn’t want to buy it, but they didn’t see the email. I’ve had people send me emails saying, “I signed up for this course,” and I tell them how many days it’s going to go for, so there are seven days and the eighth day is the hard sell.
  • 29:56 I don’t have the course done yet, but it’s the pre-course, the “Here’s what’s coming.” I’ve had people write into me and say, “I got to Day 5, and it doesn’t go past Day 5. I haven’t received anything.” Suddenly, for some reason, everything has been going to the junk email. They didn’t even receive the end of my autoresponder, much less the sales email. Those are only the people that reach out. Who knows how many people don’t receive it and never reach out or say anything? You think that they just didn’t want to buy your sales pitch.

Send Daily Emails

  • 30:31 Sean: Kyle made a good point. Maybe some people didn’t even see the message. You should keep sending messages, first of all. Don’t hesitate sending daily. You’ve got to send daily. Those of you listening live, if you’re hesitating or feeling awkward right now and going, “I don’t know about sending daily emails,” I want to know why. Tell me why you’re hesitating. I need to know for how I help people get over the hesitation. I want to help you get past that. Let me know if you’re struggling with that.
  • 31:08 Otherwise, say that you’re on board with sending daily emails. I want the feedback. I don’t want to guess. I need hard data.
  • 31:18 Kyle: I would really encourage people to try that.
  • 31:22 Sean: You’re going to get so many positive responses. I’ve done it several times with several courses, daily emails. I got responses back where people were sad when the emails were over. “What happened? Where did the emails go? I didn’t unsubscribe. I’m sad.” It was a sales pitch, but I was providing so much value that they were actually sad.
  • 31:45 Kyle: I used to send weekly emails with mostly just the blog post that I wrote. At one point, after Sean and I had a conversation about emails, I upped it to five a week or something. I was going into this slowly. There were so many more responses, and people were so much more engaged.
  • People feel more like you’re writing to them when you write daily, because it’s more exclusive content and it’s more frequent—they actually notice that you’re there.

  • 32:16 It’s not this weekly announcement, “Hey, I’m still alive, remember me? You signed up for this newsletter.”
  • 32:21 Sean: “I’m not sure what to say everyday which would be valuable rather than spam.” That’s where the reading minds part comes in. You have to have conversations with people. Ask them what they’re struggling with. They reply, they tell you. Source your content from the struggles that people have. Then you come up with stuff that’s going to be reading minds. It’s going to be valuable. People are going to be excited to wake up and open their email inbox every single day.

Turning a Customer Into a Loyal Customer

  • 32:44 Sean: Best case scenario, someone buys. What do we have?
  • 32:51 Kyle: A customer.
  • 32:52 Sean: We have a customer. But our goal for the episode is to have loyal customers, so now we have to bridge that gap. Again, do what I say, not what I do. We don’t even do this. I was just thinking about this. Maybe I got an idea from someone else, but we don’t even do this. I think that most people don’t do this. Someone buys, they become a customer. Hurray! I have your money! Now I’m going to go work on the front end of the sales funnel, get more people that I can convert, right?
  • 33:24 That’s your customer! You have to turn that customer into a loyal customer! You need a nurture sequence on the backend of someone buying your product. After they buy the product, you should continue sending them emails. Think about it! They’re the most engaged person that you have. They actually bought what you have, what you’re selling. Continue to build that relationship. Why do I talk about Gary Vaynerchuck?
  • 33:52 Why do I talk about Grant Cardone? Why do I mention these people? Because they stay top of mind. Snapchat, YouTube, Facebook, Instagram—they’re prolific. Email? They’re sending out email regularly. You buy from them, and you still get more content from them. That’s where the referral comes from. That’s where the recommendation comes from, when you stay top of mind with your very best customers.
  • When you keep providing value to your best customers and engaging with them, they won’t think of anyone else to recommend whenever the topic comes up.

  • 34:32 Kyle: There’s an audio company I’ve used. You may have head of them as well, Sweetwater. They’re really awesome. They send candy with all of their products in the package with it. What’s really awesome is that process. After the sale, I may have already received my package and everything. I got it, I’m fine, I’m happy, I got the audio equipment I wanted. It could even be a small, three inch USB cable, but they will call you and email you. It’s not even just taking a survey afterwards, that typical thing of wanting feedback.
  • 35:14 It’s just, “Hey, want to make sure everything went well with your sale. Want to make sure you got the right product.”
  • 35:20 Sean: You feel taken care of.
  • 35:21 Kyle: Yeah. “Is it working for you?” If it’s not, I have no doubts that they would say, “Ship it back. We’ll ship you the other thing.” It’s more of a relationship.
  • 35:32 Sean: You know why a lot of people don’t follow up after someone buys? They don’t want to know the answer. They don’t want to know how you’re doing, because it’s scary. They might actually get negative responses. “It arrived and it was damaged a little bit, and I didn’t want to say. I tried to use it and it didn’t work for me. I couldn’t figure it out.” Who wants to hear those things? We actually shy away from it. It’s not until you get to a very corporate level where people have teams that build out sales funnels that realize that a significant portion of their sales come from word of mouth.
  • 36:16 The people spreading the word are the people having a great experience. The people who buy from us who don’t have a great experience don’t spread the word. We need to get in here, follow up with people, ask questions, send surveys, and do follow up calls. That’s why all of these big companies follow up with you. It actually makes business sense, and they can quantify it, because they have the data.
  • Small, stupid companies don’t follow up with their customers because they don’t want to hear bad news.

  • 36:42 You don’t want to hear that someone was confused by your course and got nothing out of it. You don’t want to hear that the product didn’t do anything for them, but that’s shooting yourself in the foot. You’re never going to turn customers into loyal customers if you’re not following up and helping them. “Hey, are you having any trouble with this? Can I help?” Help onboarding, essentially. “How can I help you use this? How can I help you get results from this?”
  • 37:08 “How can I make this a better experience for you? We’ll send you another one so you have an extra one.”
  • Give them a phenomenal experience—that’s how you’re going to turn a customer into a loyal customer who becomes an ambassador for your brand.

  • 37:25 Kyle: I’m processing all that. That was really good. You’re taking someone who purchased from you and you’re moving them into the loyal category, not because they really loved your brand, they bought the thing, and it worked for them. It’s because you’re creating this experience. It’s the same thing as the website, where we began at the beginning of this podcast. You’re creating a good experience for them.
  • 37:54 Often, especially for businesses online, the experience seems like, “Oh, how was the website? Did we get them to the right places?” But the experience continues from there through the entire process. If you come to them afterwards and you say these things, if you’re scared of that feedback, would you rather have one person tell you, “I got nothing out of this course that you sold me and I don’t feel like it was worth what I paid for it,” get that feedback, make some changes, and help other people to progress farther? Or, would you rather have 20 people that were really upset because you kept ignoring it?
  • 38:38 You’re repeating the same thing over and over. That’s the big thing that’s overlooked. If you don’t get feedback, you can’t make changes, and if you don’t make changes, you make the same mistakes over and over. Then you have many more people who have the same terrible experience instead of improving the experience for one person and multiplying that across the board.

Go Above & Beyond

  • 39:01 Sean: I think I might have combined two stages at the end there, loyal customer and brand ambassador. I think they’re actually separate. A brand ambassador is an even higher level. A customer has bought from you. A loyal customer will continue to buy from you. A brand ambassador does all of the above and spreads the word. The difference between a loyal customer and a brand ambassador is no strings attached value. This is just a bonus, if you made it to the end.
  • 39:39 Who are the people that you would consider your loyal customers, your best customers? Go above and beyond to heap more value onto them. Give them free stuff for absolutely no reason. When was the last time you sent a gift? It’s about to be Christmas. When was the last time you just sent a gift to your best customers. Think about it. That turns them into brand ambassadors. It creates a story. “This company that I already like, that I never talk about, just sent me this.”
  • 40:18 “How do they even know I wanted this for Christmas? I can’t believe it! This must have cost them $34, shipping was probably this… It doesn’t even make sense. How awesome.” Tweet. Now, they just told all of their followers. You just created a story, they love you even more, they’re going to buy from you again because of the Rule of Reciprocity, and they’re going to spread the word. You’re going to be top of mind. That’s actually a brilliant business move.
  • Showering your loyal customers with value and gifts rewards loyalty, but it is also a brilliant business move, because you will make money.

  • 40:56 Kyle: That’s when you become the only solution, also. To use a strong brand loyalty I know of, there’s Apple and Android. There is always this feud between people who like Apple and people who like Android. At the end of the day, they both make smartphones that do similar things. They have different brand names on them. They have different operating systems. You could go into details. At the end of the day, they serve the same purpose in your life.
  • 41:26 There are so many people loyal to one or the other because they’ve had these really good experiences with those brands. They’ve gotten to this point where it’s no longer, “I prefer Apple over Android.” It’s like, “If you don’t get Apple, I don’t know what you’re doing in life. Why would you ever buy Android? That’s the worst choice.” It’s like this…
  • 41:49 Sean: Tribal thing.
  • 41:51 Kyle: It’s like, “This is the group I’m in. It’s a very close knit group, and if you’re not in this, I can’t be with you.”
  • 42:02 Sean: Yeah. That’s an interesting discussion, too. Maybe that’s good for a future show. While Kyle was talking, I said in the chat, “How are you feeling?” Scott said, “Getting some great ideas. Just need to start building an email list.” “Doing well. Need to reach out to my audience to get the feedback to drive my content.” “Feeling that I want to apply this lead magnet and email automation for my side project, but I also know that it’s not my priority right now. Won’t be for months.” Someone else said, “This has made me rethink my entire approach to customers and selling products.” Good stuff.