- Take the value you've extracted from your customer
promote it in your marketing collateral
so that you can create fresh perspective
and eyeballs and messages for your prospects to absorb.
(upbeat music)
Hey there, I'm Dan Martell, serial entrepreneur, investor,
and creator of SaaS Academy.
In this episode, I'm gonna share with you
how to extract the most value out of your customers.
If you're running a customer success process
and you have a couple hundred customers
there's way more you can be doing
than just getting paid every month from your customers.
You can be looking at ways to collect testimonials,
get them to contribute blog posts, speak at your events,
join your podcast, et cetera, et cetera.
I'm gonna share with you,
there's literally 25 plus of these.
But be sure to stay to end,
we're gonna tell you how to get access
to my value extraction templates.
If you wanna learn exactly how I seed the value extraction
and the ask and the process
and how to shoot a testimonial video,
I'm gonna share with you the exact scripts and templates
at the end, how you can get access to that.
Let's get into it.
So one of my favourite things to do
is to teach customer success.
I actually was recently invited by Tony Robbins CEO
Dean Graziosi to help him kind of rethink through
the Mastermind.com product set
and just the strategy and vision for the impact
of millions of people's lives they want to have.
And one of the concepts that I shared
around building software was customer success.
And the idea of not only looking at getting new customers,
getting them to pay, but trying to map out their journey
and getting them from let's say red
which is they just signed up for the product
but they haven't used it,
to yellow which they use it a little bit
but it's not become a habit yet,
to green which means they happily pay for it every month,
to purple, which is my favourite colour,
which is a place where they can now refer
and become an ambassador of your product,
an advocate for your product.
And I've done this in every one of my software companies
over I think at this point,
six different software companies.
I have dozens of customer success people
that work for me today
and this process is the same one I've used
to collect hundreds of testimonials,
get tonnes of contributions, to speaking on my stages,
to producing podcast interviews, et cetera,
to really help amplify not only the value you get
from your clients, but also to support their lives.
'Cause this is the fun part if you do this right.
It's a win-win for you and for the customers.
So let's get into it.
Number one is you gotta seed the request.
What do I mean by this?
And I learned this from my buddy, Taki Moore, right?
So Taki talks about seeding the request
meaning that in the early stages of a conversation,
it could be a sales conversation
or even in a trial process,
you want to let the customer know
that if we do these things, you will be asked for X, right?
So oftentimes if you're closing a deal with a customer
and you're making them sign a contract
you wanna put the request in the contract.
You actually want them to initial.
If we deliver these outcomes, initial,
you will provide a written testimonial
of the experience for us, right?
And the reason we wanna do that is because oftentimes,
and I've got in trouble with this in the past,
if you just use company's logos on your website
without permission, the legal team will come after you.
Not even the client knowing so,
the legal team's job is to go find people using their logo.
But then if you can show them the contract
to get them to sign where they said they would do it
then you're in the clear.
But seeding the request kind of says something like,
hey, we would rather be working with customers like you
than spending all our time trying to find new customers.
So one of the requests you might seed is the referral.
So you might say something like,
and I'll give you the template in a sec,
you might say instead of looking for new customers
all the time, we'd rather work with people like you.
So if we deliver these outcomes,
which we're confident we will,
you agree to refer two people that look just like you
that you think we can help as well.
They give a little signature,
they initial it, and you're good to go.
And that's seeding the request.
Most people don't do it
in the beginning of the relationship.
Number two is brag it up.
So what brag it up means is when somebody
wins in your product, okay, somebody might email support
and say, hey I need to reset my password.
By the way, I just got this incredible result
using your product, or maybe you have
a customer Facebook group
and somebody posts a win in the customer Facebook group.
What I love to do, and I teach and coach
my customer success team on,
is to amplify it, brag it up, message them.
Congratulations, tell me more about that.
Get them to relive the moment.
And then as they're reliving it, say, hey
can I ask you a favour?
Yeah, sure. What's up?
Well, remember when we started working together,
you agreed to do this.
And they're like, oh yeah.
It's like, hey, well, I'd love to get a referral from you.
Is there two people that you know that you think
we can serve to help you get the same results?
And that's the whole point of the value extraction ladder
that I teach and I coach my SaaS clients on
is understanding that there is an appropriate moment
and experience where asking makes so much sense
if you brag it up.
If you ask them how they did it,
if you make it a moment and then go for the ask.
And that's the idea is to brag it up.
Number three is sequence the extraction.
So I mentioned the goal in customer success
is to go from like red, yellow, green, purple customers.
And you can think of it this way
is the ask of the customer is aligned with
the value they've achieved.
So in the early days, maybe you wanna go for something
as simple as a written testimonial.
Then as they move up and they get more wins
maybe you wanna invite them to be on your podcast.
And then as they move up, maybe you wanna invite them
to do a video testimonial, maybe as they move up
you might wanna ask them to be part of your ambassador team
or be a sales reference.
But there's all these different levels of extraction
that you can sequence and put on a ladder
so that you can teach your team
it's not just one thing.
It's seven things over the next year
and to the degree that you can collect those,
customer service manager, CSM,
is things I'm gonna comp you on.
I'm gonna pay you to get these things.
I'm going to reward this.
We're gonna create a leaderboard.
There's so many ways you can do this
but the idea is you have to give them the sequence
so they know what to ask at what moment.
Number four, automate the ask.
You know, my whole thing is do things manually
that don't scale until you find a way to automate it.
And the beauty of today's software
where it comes to whatever tool you're using for your CRM
is based on activity in your software.
You can actually send a message to kick off an opener,
so an open chat to get a response, so manual.
So like you can literally say
when a customer does their 15th activity in our software
send an email from their account manager
asking them, hey, I just noticed you did your 15th.
Congratulations. What have you liked best so far?
So you can automate the ask or the opener of the ask
and when they reply, then your account manager
or your customer success person can come in
and then finish off the sequence, the ask.
And that to me is how we build consistent value extraction.
If you just do it manually, that's great,
but you do it until you get to a point to scale,
and then you wanna look for those moments
and write the code, write the automation
to make sure it continues happening day over day.
And number five is promote the value.
So, hey, it's awesome. You now have testimonials.
You have video testimonials.
You have written testimonials.
You have wins you've captured in your CRM, okay?
And I've been in this place
where you literally have hundreds of positive results
that you've gotten for your customers.
And they're sitting in your CRM solution doing nothing,
collecting dust.
They're not in your marketing.
They're not on your landing pages.
They're not in your email.
They're not on your events page.
They're not in your social media account.
They're nowheres.
They're literally like you collected a bunch of Pokemons,
but you put 'em in a binder and nobody can see 'em.
So what I want to encourage you to do is promote the value.
Go find all these testimonials, put 'em out there
for the team and say, hey, where do these go?
Where should they go?
Should they go screenshots at the end of one of our videos?
Should they go on our Instagram page?
Should they go on our homepage?
Should they go on our landing page?
Like there's all these places where prospect buyers,
potential buyers, people that are new to you,
are seeing your marketing collateral,
could go in a lead magnet and your wins,
the things you've collected from your customers
to say that you're really smart and great at what you do
is not to be found.
How crazy is that?
Or worse, and I've been guilty of this as well,
you have six or seven of them and they're just reused
across every marketing asset that you have out there.
Literally the landing page has the same testimonial
as your homepage, has the same testimonial as your video,
has the same testimonial as your ad.
Like why, you may have hundreds, I know I did,
hundreds of these collected all over the place
not being used.
That's what I mean when I say promote the value.
Take the value you extracted from your customer
and promote it in your marketing collateral
so that you can create fresh perspective and eyeballs
and messages for your prospects to absorb.
So quick recap, there's five specific strategies
you need to make sure that you extract the most value
from your customers.
Number one is seed the request.
Number two is brag it up.
Number three is sequence extraction.
Number four is automate the ask
and number five is promote the value.
Now I mentioned at the beginning of this episode
I wanna share with you an incredibly powerful
and complete checklist, okay?
It's not only the worksheet for how to sequence
and I've got a list of 15 different asks
that you can put on a timeline.
So the worksheet, the templates for how to seed the ask,
how to get agreement, what the language looks like.
You can add it to your contract.
So click the link below to download all of this.
I've even got in there the exact,
essentially emotional test blueprint that my team uses
when they're interviewing somebody for video testimonial.
It's literally the questions they ask,
the four phases of the testimonial
and the script that you need
to be able to extract the right stuff
to put it into an emotionally converting testimonial
and get all of that below.
Just click the link to download your copy.
And if you like this episode
be sure to click the like button,
subscribe to this channel, and leave a comment.
Let me know out of all those strategies
what's the one that resonated the most with you.
What was the most unique?
And as per usual, I wanna challenge you
to live a bigger life and a bigger business
and I'll see you next Monday.
(upbeat music)