19: Creating Business Superfans the Key to Success in Today’s Competitive Market

Summary

In this episode of the Marketing Boost Solutions podcast, host Marco Torres interviews Frederick Dudek, author of “Creating Business Superfans.” Dudek shares his expertise in sales and marketing, emphasizing the importance of rapid follow-up and customer engagement to build loyalty. He discusses his book’s self-assessment feature and the concept of a “dilapidated wheel” for improvement. The episode covers the use of automation, CRM systems, incentives, and the significance of customer reviews and referrals. Dudek also advises on handling negative feedback and turning satisfied customers into brand advocates. The episode concludes with a call to action for utilizing Marketing Boost Solutions’ software to enhance business growth.

Guest

Frederick Dudek, author of the renowned book “Creating Business Superfans,” is an accomplished sales and marketing executive with over 30 years of experience in achieving remarkable sales performance results in global business markets. With a successful track record in the SaaS industry and now in the interpretation and translation industry, Frederick brings expertise and insight to help businesses thrive. As the host of the up-and-coming Business Superfans Podcast and a sought-after speaker, he shares invaluable knowledge and strategies to propel organizations toward success.

Guest Contact

Superfans Success Tip

Bullet Points

  • Importance of follow-up in business
  • Strategies for creating loyal superfans for businesses
  • Leveraging customer reviews and feedback
  • Building strong customer relationships
  • Use of automation and CRM systems for effective communication
  • Generating positive reviews and addressing negative reviews
  • Strategies for asking for referrals and expressing gratitude to customers
  • Creative marketing approaches and customer engagement
  • Importance of recognition and appreciation in building superfans
  • Software solutions for generating leads and enhancing customer experiences

Best Quotes

Freddy D, 00:04:09, “I blended old school techniques with new world approaches to create superfans, and that’s what’s really making it a success.”

Freddy D, 00:37:45, “You can even have rewards for referrals. I mean, there’s a multitude of things that you can do to reward, and that’s where it segues into gratitude. At the end of the day, you need to thank your customers.”

Freddy D, ’00:46:29′, “You can’t ignore it; you’ve got to put a response to it, and even if you don’t agree with the review, at least acknowledge it because an individual’s perception is their own reality, right or wrong.”

‘Freddy D’, ’00:49:02′, “Well, you know, Linda, would you be willing to write us a review on Google? We’d be really grateful; it would help us out, and if you get that done, we’ll send you a Starbucks gift card.”

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Episode Transcript

19: Creating Business Superfans the Key to Success in Today’s Competitive Market

Freddy D (00:00:00) – Follow up is everything, and timing of follow up is monumental, because if you take a day to follow up with somebody that inquired about your service or product, you’ve lost them. If you respond to them in 15 minutes or less, shows that you’re on top of the job. Being first is paramount because it sets the bar and you can set the standard. That’s where follow up is important, and not only prior to the sale, but more importantly, after sale.

Marco Torres (00:00:26) – Welcome to the Marketing Boost Solutions podcast. Join host Marco Torres, co-founder of Marketing boost.com, along with expert guests as they deliver incredible, proven solutions to your marketing challenges. In each power packed episode, Captain Marco has guided thousands of entrepreneurs growing their sales and marketing through the use of value Add incentives. His Facebook groups are home to more than 84,000 entrepreneurs who are raking in sales with his advice. Get ready to be blown away with game changing lessons for your business.

Marco Torres (00:01:04) – Welcome to another episode of the Marketing Boost Solutions podcast. Our goal is to bring you experts in business to motivate you, inspire you to continue to grow your business to the next level.

Marco Torres (00:01:15) – Today, we are blessed to be speaking with Frederick Dudek Freddy D as he’s known otherwise, author of the renowned book Creating Business Superfans. He’s an accomplished sales and marketing executive with over 30 years of experience and achieving remarkable sales performance results in global business markets. With a successful track record in the SaaS industry and now in the interpretation and translation industry, Frederick brings expertise and insight to help businesses thrive as the host of the up and coming Business Superfans podcast as well. Uh, welcome to the show, Freddy.

Freddy D (00:01:56) – Hey, good morning, Marco.

Marco Torres (00:01:59) – So tell us about a little bit about that book Creating Business Superfans. I understand you took advantage of the pandemic. Time to, uh, put your mind on paper and write a book. Tell us a little about that.
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Freddy D (00:02:11) – Yeah, it, uh, it was something that I’ve been wanting to do for a long time, and then I was like, okay, what am I doing now? And, uh, my, uh, companion that she was, uh, working.

Freddy D (00:02:23) – And I said, you know, I’m going to start writing this book. And so I threw down like, I wrote a one version of it partially. And then I had her read it, and I had a couple of friends read it, and they go, ah. It’s okay, but it doesn’t have legs. And I was like are crushed. And so, you know, crumbled it all up, started all over. And then all of a sudden I got this idea of, you know, if you think of a sports team and you look at a, you know, whether it’s American football, European soccer, uh, baseball, uh, hockey, all those sports, you’ve got these fans that got their faces painted, they got the jerseys, they got the hats, they got the banners. They’re super fans of that team. And what are they doing? They’re promoting that team. And what’s it costing the team? Nothing. Matter of fact, they’re probably making tons of money off the merchandising.

Freddy D (00:03:18) – And these people got bumper stickers. They’re wearing their jerseys around and they’re basically superfans of that sports team. And I go, why can’t businesses create the same thing? And hence, when you see my background, you know, we got our faces painted, we got super fans in the back, but we’re wearing suits. You know, we’re so we’re business superfans versus sports superfans. And so I started throwing some words down. And what was the fun part was that I would go back and say, hey Kylie, look, I got 800 words down today. She goes, great, you know? And then the next day I got, you know, I got 1200 words down today. Uh, awesome. And so she was my motivation. And then I was starting to hit more. Okay, I got 1300 words today and it started to get put together. And then all of a sudden I had a couple people read it and they go, this has got legs. This is pretty good stuff.

Freddy D (00:04:09) – And and what I did is I blended old school stuff that, you know, we’ve learned but forgot to utilize because we’re all caught up and, you know, doing everything on our on our phones and everything else. And so what I did is I blended old school techniques with new world approaches to create superfans. And that’s what’s really making it a success.

Marco Torres (00:04:33) – Awesome, awesome. And then in your background, so tell us a little bit about just to, you know, set the stage for your global experience with, uh, uh, marketing over the last 30 years. You know, give us just a little insight on that and where you got to today, where you’re focusing on I’m intrigued with the translation services. Is that your company now also?

Freddy D (00:04:54) – Uh, almost. I’m the general manager of it.

Marco Torres (00:04:57) – Cool.

Freddy D (00:04:57) – So I’m actually looking we’re talking about maybe me buying it. So we’re we’re in that conversation.

Marco Torres (00:05:03) – Nice, nice.

Freddy D (00:05:04) – So I started out as a as a draftsman slash engineer long, long time ago.

Freddy D (00:05:10) – And uh, if you remember, people may not remember many to look it up, but the 1982 Ford Escort, I’m the guy that designed these spot walled guns that spot welded the body panels on that car. And so we had to do a lot of engineering, a lot of fixture design to make sure the body panels are being held, and then the person could come in with the spot weld gun and weld the tips perpendicular. So it’s doing a lot of geometry that led me into the computer aided design world. Uh, I got hired in 1980 as an applications engineer. And so I taught, uh, companies, uh, like General Motors, Westinghouse, Eaton Corporation, and a multitude of others, Ball Corporation and such. Um, going from drafting boards to designing in 3D on a computer. And so basically is, you know, in the old world, you would think in 3D, you would design it in 2D and, you know, and then they would, they would make it. So I always had to teach people that says, okay, you can eliminate the 2D design, you can go from 3D to 3D on a computer.

Freddy D (00:06:17) – And, um, I got into sales as I did that for about five years, and the company was looking for some sales people and they wanted to grow it internally. So raised my hand, got picked, and, uh, I was very fortunate. I was sent through six months of sales training, you know, some some, you know, Vanguard, uh, training, you know, uh, strategic account management, uh, uh, Wilson learning, connecting with people and stuff like that. A lot of big, big, heavy duty class, uh, courses and, um, and then, you know, for six months, I went through that one week training and in three weeks out in the field helping the real sales guys at the time. And, uh, in 86, I was officially in sales, and I actually ended up winning one of the awards of, uh, you know, highest sales for the quarter had like, 300 grand, uh, for the whole quarter. And I just kept moving up, uh, eventually became a, uh, district manager, then a regional manager, uh, in Chicago.

Freddy D (00:07:20) – Then I moved to Arizona and I was working for a UK company as a Western regional manager, handling the whole western United States. And then I joined a company in Scottsdale, Arizona as director of worldwide sales and marketing. And basically they says, okay, here’s a product. Nobody knows about it. You got a reputation.

Marco Torres (00:07:42) – Go to work. Your background sounds like mine started in, uh, got into sales because that’s where the money was. And so I figured there’s no limit to what I could make as a salesman. I’ve always been, uh, sales guy most of my life, you know, involved in people and communications. And, uh, then I realized, you know, there’s only so much I can make as a sales person because it depends 100% on my ability to get up out of bed and go meet people face to face in closed session. So eventually I said, you know what? I’d rather make 1% of what 100 people can do versus 100% of what I can do, and got into marketing so I could put the prospects in front of other salespeople and, you know, get overrides on the whole thing.

Marco Torres (00:08:20) – And that changed my entire, uh, uh, direction over the last 20 years or so with online marketing since 1996, I’ve been an early adopter for internet marketing. So. So, uh, Freddy D tell us then about, you know, okay, so you moved into marketing and you’ve obviously had a lot of success with that since then, kind of, uh, and then so that’s where the book came and take us from there. Where to, you know, let’s talk about your main subject here of, um, what is a, you know, a business superfan and how do you create those type of superfans? Because all of us in this community were entrepreneurs, either getting started or we’ve got, you know, actual business growing and and obviously business superfans would be, uh, would be a blessing, but hard to come by. So how do you create them?

Freddy D (00:09:07) – Well, I’ll continue off from when I got into the international stuff. Yeah. Uh, because that’ll segue right into that question.

Freddy D (00:09:15) – So, uh, the product that I was, uh, in charge of was a product called Cam Works, which still, uh, exists today. And I came up with the marketing tagline back in 1998, uh, of machining intelligence, because it was a relational database that had some smarts and basically based upon some parameters, it would execute some things. And my job was to get this product global. And I set up about 60 resellers around the world. And one of the things that really changed my mindset on stuff is when I was dealing with Europeans and Asian people, it was a whole different way of selling. It was really more relationship building than it was transactional based, you know, um, real super short story I was trying to sell into Japan. Couldn’t get anywhere. They love the product I talked about, they’d be master distributor, etc. I was in Australia dinner with one of my resellers. Remember this guy? So Paul, what did I do wrong? Because what are you talking about? I said, well, I’m talking about the contract to market, opportunity to profitability, blah blah blah.

Freddy D (00:10:23) – He goes, shut the blank up. He goes start talking about them and get to know them because they want to know who they’re dealing with and they want to build relationships. So next time I was in Japan, got to know them, got them to give me a tour of Tokyo, etc. they came here to Arizona, we had a two hour meeting and I spent most of the day showing them around the valley, and a couple months later I got $200,000 order. So my point to that, that was I built relationships with those people, you know, and it’s really important because you got to understand those were distributors that marketed other products besides ours. So I had to get shelf space. I had to build those relationships with them. And so I would recognize their birthdays. I would recognize them. I would have, uh, we would have reseller because they were known as a reseller. Awards for the resellers sold the most. But where I went different and this leads into the book I talk about this in the book is I didn’t just recognize the company because the company wasn’t the people that made it successful, it was that sales person or that tech guy at that company that were the ones promoting our product and making the sales for us.

Freddy D (00:11:38) – So I would recognize the company as well as that sales individual, and that was really the big difference, as I recognized that person, because one of the quotes of my book is people will crawl through broken glass for appreciation, recognition. Tell me I’m wrong, Marco.

Marco Torres (00:11:55) – Absolutely. That means more than than a paycheck in a lot of cases. You know what I mean? Yeah, you gotta have the money to go with your rewards if you’re in sales or what have you. But the difference between just getting a bigger check or getting the recognition amongst their peers, amongst, you know, being recognized to these, the, the, you know, the higher level management, uh, that kind of stuff lives in their minds forever more than the than the bonus check or what have you.

Freddy D (00:12:21) – Yeah. I mean, it’s like, uh, when I was selling back in Chicago, I had a company in, uh, uh, Rockford, Illinois that was a tool and ice shop. And when I started, they were a 40 man company.

Freddy D (00:12:34) – And the last time I was there, probably over a decade ago, you know, they were over 120 to 100 and 150 people. They bought the two buildings next to them. They wouldn’t let me in. They were holding the door closed because it says every time we come in here, you cost us 100 grand. But I turn around and says, yeah, but let’s review. You built two breeze ways. You got to businesses. You got a business in Virginia, you got a place in Sweden, you know. So but they were my superfan and they were. And what I did there was, uh, I learned, you know, I changed the sales approach. To not, you know, it’s not my product, my my widgets, a widget, you know, it can be blue, it can be green, it can be purple. Nobody cares. It’s the CEO or the owner of a company doesn’t care. He’s interested. And so what’s it cost me? What’s it do for me? How fast do I make my money back and get a profit? That’s it doesn’t care about any of that other stuff.

Freddy D (00:13:30) – So I learned. And then the IT manager, I learned what his aspirations were. And so I helped him develop his reputation in the company by picking right technology, putting things in place. So every time I needed a reference, I could pick up the phone and say, okay, uh, you know, Marco, here’s my phone call, Bob at this manufacturing company and ask what he thinks of our service, our company, our software, and etc. and I, you know, I just dropped the phone right in front of me and says, go ahead. Matter of fact, here’s a whole list of my customers. I had a day timer back in the day and pick any one of them. They’re all references and most people would go, oh no, no, that’s okay. Uh, you know, how fast can we get the system? And they were sold right in an hour. And it was all because of that relationship. And if they did call Bob, Bob would turn around and talk me up because he was a super fan of how I’ve helped grow their company and I how how I helped him grow.

Freddy D (00:14:31) – And because I built that relationship when he was going through the divorce, who is at the bar having beers, listening to what was going on in his life, this guy. And that made the difference.

Marco Torres (00:14:46) – Folks. We’ll be right back. We’re going to hear from our sponsor Marketing Boost, and we’ll be right back. Hang on.

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Marco Torres (00:15:22) – Welcome back to the Marketing Solutions podcast. We’re talking about business superfans, how to build them, how to create them, how to motivate your super your business superfans to help leverage those into more business and more successes. You just heard from our sponsor Marketing Boost, which, by the way, is one way to reward your clients your business to turn them from just an average, uh, client to yours, to be a business super fan, rewarding them with incentives, bonuses, complimentary hotel stays, hotel savings cards, restaurant savings vouchers, create your reward programs and customer uh, client uh, appreciation programs, etc..

Marco Torres (00:16:02) – So, uh, back to our buddy here, Freddie, the expert on building these business superfans. Take it away, Freddy. Tell us some more.

Freddy D (00:16:13) – Well, um. Excellent, uh, thing about what you guys do, and I think it’s very complimentary to building superfans. And one of the things that I did is I did a lot of research, and what I noticed was that there’s a lot of people that are experts in customer retention and customer engagement and all that stuff, but really, in the real world, that’s a silo. It’s just one component. And then there’s people that say, okay, they’re employee, you know, motivation experts and retention experts and blah, blah, blah, but that’s another silo. Nobody talks about complimentary businesses, businesses that, you know, complement that business, flooring and painting company, for example, to complementary businesses. So in reality, they’re all intertwined. And here’s a perfect example. Okay. Um, the painting company, uh, paints a wall for, for, uh, Susie.

Freddy D (00:17:10) – Susie super happy with the with John that painted the wall his company. So she asked John now now that these walls are all painted. Man, my flooring just doesn’t look good. I need you know it. It looks old. Do you know anybody? Oh yeah. John says you gotta talk to my friend Steve. Well, Steve is, uh, you know, happy to send, but he sends, uh, Mike. And Mike doesn’t feel appreciated. Hasn’t been recognized. Feels he’s underpaid. Fields. He’s just. He’s just doing a job. Just showing up because nobody cares about Mike. So he begrudgingly goes to do the job. The job is. Not so terrific. You know, its shortcuts are made, blah blah blah. So now Susie’s upset. She’s upset. Upset at John because he recommended Steve’s company. So now he doesn’t get a good review. He gets a negative review. She’s upset with Steve’s company because of the fact that, you know, his company did a horrible job.

Freddy D (00:18:19) – And so now you got two L’s, two losers versus the opposite. Could have been two W’s for both companies. All because Steve doesn’t take the time to appreciate the work that Mike does to make his business successful. So that’s how all three. That’s a perfect example of how all three components are tied together. And business owners need to understand that that, you know, that’s the real world, that’s the dynamic that really takes place. And it’s paramount that one day recognize John for giving the referral, because otherwise, if it’s a one way aspect, John is always giving Steve the referrals. And Steve is not not giving anything back, not even giving a finder’s fee back or anything like that, that relationship is going to dissolve. Okay. Uh, Mike needs to be recognized and appreciate. So he changes his mindset, and he’s he needs to be going, oh my God. Yes. We’re super excited. Oh, you worked with John. John’s a stellar painting company, man. They’re badass and and vice versa.

Freddy D (00:19:25) – And now that changes to where Susan feels. Wow. I picked two great companies and she’s going to tell all her friends and her friends are going to come over to the house. And now she’s a superfan of both companies. Very easy custom, zero money.

Marco Torres (00:19:42) – Makes a lot of sense. In other words, networking and building those relationships with, with complementary organizations that you can, uh, refer your clients to. And once you’ve got them built in now, hey, you might need the following. If they’re not asking, you could still be, you know, hey, promoting one of the one of the suggestions we have next for you is, you know, uh, if whatever it is you do, you might, you know, like you just said, okay, I’m a painter. So now you said, by the way, you know, if we’ve done your walls, we painted the outside of your house, then you need some landscaping, I recommend some landscaping. And the guy I recommend for that, he’s really, really good is XYZ company.

Marco Torres (00:20:19) – And and now, you know, if they get the job, boom. You know, and of course you’ve got to have the trusted relationship that knows that that that landscaping company is going to deliver so that you, uh, so that you look good and so forth. And so that’s winning.

Freddy D (00:20:34) – The painting guy is a super fan of the landscaping company, and it all ties together, um, you know, and so there’s, there’s the little things. And then the other thing I talk about in the book is, uh, you know, I talk about follow up. I talk about a, you know, follow up is monster. Let’s talk about fall for a second. Follow up is everything in business. You being in sales. You understand that completely. Um, and timing of follow up is monumental, because if you take a day to follow up with somebody that inquired about your service or product, you’ve lost them. If you respond to them in 15 minutes or less, they’re like, wow, you know, and and all of a sudden it’s a different mindset.

Freddy D (00:21:18) – You’ve got to most likely you got to them first because they’re out there shopping to other companies. So you got to them first one, it shows that you’re on top of the job. Number two, you can set the stage because as you know, in sales, you never want to be the middle guy if they’re looking shopping three three companies, you want to be either the first guy to set the standard or you going to be the third guy to do wrap up and clobber the two, because you already know what the two have proposed in a sense. So being first is paramount because it sets the bar and you can set the standard. And so and that’s where follow up is important. And not only. Prior to the sale, but more importantly, after sale. Because, as you know, the sale begins when the sales closed. That’s the real sale. The onboarding, the engagement, the relationship beyond all that stuff. You know, that’s where marketing comes in because it’s, you know, you got him in, but now you got to keep him and you’re going to engage with them and you’re going to make sure that the experience is a successful experience.

Freddy D (00:22:23) – And, you know, stuff happens. But if you react and follow up and handle it fast. Then it’s not a big deal. But if it’s taken forever for you to follow up or you kick the ball down the road, that’s a problem. Now you’ve lost that as a super fan customer, and now they’re telling everybody, you know, oh yeah, I bought those guys. But their service sucks. And that just wipes out all the work that you just did.

Marco Torres (00:22:48) – Show us your book there if you would. So we can get some ideas on that. And I’m going to go ahead and oh we got it. There it is. Creating Business superfans by Frederick Dudek Freddy D. Uh, let me share my screen real quick and show you guys a little bit of, uh. Well, I’m actually on your Business Superfan Scorecard page. I found this interesting. Um, talk to us about the scorecard and what that’s about.

Freddy D (00:23:16) – Well, excellent thing. Marco. Uh, thanks for bringing that up.

Freddy D (00:23:20) – So what’s unique is that each chapter ends with a questions. And so when you’re done with the chapter, you can rate yourself as to, you know, how did on a scale of 0 to 10, how did you do that compare yourself into that chapter. You know, one being, you know, not so good and ten being a rock star. And you put the dots into the different chapters, and then you connect those dots and you’ll find out that you most likely have a dilapidated wheel. And so then the scorecard goes into an action plan of what can you do. You know, this is just the front of it, but there’s several pages of what are your action steps to make changes and track your progress. I’m making changes to improve your score.

Marco Torres (00:24:10) – I love it, I love it. Speaking of follow up, I’m going to break to hear from Automation Booster and we’ll be right back.

Marco Torres (00:24:18) – Is your business on autopilot yet? Do you have automation in place to capture, nurture and convert prospects into clients via email, SMS, ring list, voicemails, appointment setting? Get all the inbound and outbound marketing tools in one place.

Marco Torres (00:24:34) – Go to Marketing Boost solutions.com for more on automating your business so you can make money while you sleep.

Marco Torres (00:24:43) – We’re talking to Freddy about building business fans, super fans for your business. And right before the break, we were talking about the the importance of follow up and the speed of follow up and making sure you’re the first in line with producing that, creating that standard for people to choose you over somebody else. And guess what? If you’re not using automation, if you’re not using a CRM, if you’re not quickly communicating with clients via email, text message, voicemail broadcasting, if you don’t have proper landing sales landing pages that help sell your product. If you’re winging it, guess what? You’re losing it. Automation booster if you don’t already have a CRM system or you’re not happy with what you got, go check out Automation Booster Comm. We really I in all of my years of marketing, and I’ve been in the business since 1996 with online marketing, I’ve never seen a product like Automation Booster that puts everything under one umbrella for all of your inbound and outbound communication program, you know, products to communicate quickly with your clients and automate a lot of those processes with follow up, etc..

Marco Torres (00:25:48) – So check it out at Automation Marketing Boost Solutions comm. You’ll see the link for Automation Booster back to you, Freddy Dee, let’s talk about uh, uh, going back. Let me pull back up your website once more and see if I get back to your main page. Folks, you can find this at Business superfans.com and you can order his book, listen to his up and coming podcast, and join his community and check out the free scorecard. That’s one of the things that we want to promote today is after you’ve read the book or during the process of reading the book, you can be following along with your scorecard and see how you measure up with your ability to be prospecting, following up, uh, generating, uh, some, uh, thank you and birthday messages to your clients. And, uh, what else do we have on this circle? I can’t quite read it upside down.

Freddy D (00:26:40) – Appreciation, recognition, retention, the unexpected extra. And let me talk about the unexpected extra real quick.

Freddy D (00:26:47) – The unexpected extra is it’s monster size. Um, here’s a perfect example and a real world example. Last year we went to a restaurant. Uh, we ordered the food and it was a basically a takeout delivery, so we ordered it, got it all in. I show up there. No order. So the the hostess goes and gets the manager, and the manager comes back and says, look, here’s the, you know, caller ID, I called it in. All that stuff he goes, owe our our apologies will make it right away. Uh, here, have a beer on us while we cook the food. So sooner having the beer comes back out, the food pull it out. We look at it, one of the I mean, you know, when snowballs, it snowballs. One of the dinners is wrong. Completely wrong. He’s completely embarrassed. He goes, all right, I’m gonna go back and make sure that this is taken care of. So he goes back, you know, ten minutes later, he comes back and he goes, um.

Freddy D (00:27:43) – He goes, hang on a second and he runs back, comes back. He gives us some two desserts, okay? Two cheesecakes. Desserts. And then he pulls out two coupons for $5 off for both of us to come back. And he says, okay, you know, thank you very much, I appreciate it. What do I owe? He goes, no, it’s our mistake. He goes, it’s all in the house. I went like, wow. Really? He goes, yep, it’s all in the house. And guess what I’m talking about that place. It’s called Hulu’s. I’m going to promote them in High Street, uh, in Phoenix. And we’ve gone back there many, many times because the food’s excellent and the service is excellent. And there’s a perfect example of how to leverage the unexpected extra to create a superfan.

Marco Torres (00:28:31) – Something going over and above and unexpected, etc.. Uh, and by the way, that ties in a perfect segue to promote myself again with Marketing Boost solutions.com folks we’ve used.

Marco Torres (00:28:44) – Let me give you an idea of how, uh, many of my clients and myself even have used marketing boost incentives to even to fix a customer service problem like that. Uh, for example, the one he just described. And I’ve had clients where we’ve had, you know, we dropped the ball. We kind of maybe we didn’t fulfill as quickly as we should have. We, you know, shipped the wrong product. Who knows? And they’re even after they’ve written a negative review, we’ve gone back and said, listen, we want to beg you to give us the opportunity to hit the reset button. We’re going to ship you a new product. We’re going to fix the problem. We’re going to do this or do that. And on top of everything else, we want to give you a complimentary hotel stay your choice of Las Vegas or San Diego on us. You know, actually you have 130 destinations to choose from. But you said just like that coupon or that three cheesecake, you might say, look, let me give you a three day getaway on us just for your aggravation.

Marco Torres (00:29:37) – And if after we fix the problem and we give you the complimentary hotel, stay on us, would you consider removing that review or, uh, or updating it at least? And you’d be surprised how many people will gladly, after, you know, go from being upset at you to turn them around to becoming an evangelist for your brand like you are with that restaurant you just described. Who les was, is that correct? Yeah. Yeah. Uh, and now you’re an evangelist for that brand. And when you walk in the door, if it wasn’t fixed correctly, you could have easily been one to not only never go back written several negative reviews on multiple places and, and, uh, helped kill that business versus now you’re a brand here talking about it. Who knows how many months later. And that is an example of how, you know, potentially whether you use your own widgets or your own bonus or your own going out of your way to fix the problem and add additional bonuses or freebies.

Marco Torres (00:30:31) – Marketing boost is an example of how you can do it that doesn’t cost you hardly anything, and yet reward your clients or prospects for referring additional clients, or for solving a customer service issue, etc.. Um, not to divert and use and be biased with marketing boost, but you know, it ties in with your uh, I’ve seen well, we abused it ourselves even onto your next wheels subject. I mean, quickly jump back to your will. The reviews. Maybe. Maybe some of you may not know the story of Marketing Boost and, uh, we the whole company was born on first our own desire to generate video reviews for one of our travel websites. And let me tell this quick story real quick, because it might fall into some of your story with your book. But, uh, we needed video reviews. And by the way, any business today, you’d better be generating a consistent flow of reviews for that social proof you need to build your business. And we wanted video reviews, so we couldn’t get anybody to ever hardly do it.

Marco Torres (00:31:30) – We were to review the hotels and resorts we were promoting, so we came up with an idea to offer them a bonus a complimentary hotel stay of three nights in Orlando or Las Vegas if they would film a selfie testimonial about the hotel they were staying at. But we did that in a format that right now I’m going to tell you, everybody can use this tip. We would do a survey when we expected our client to be at the peak of happiness, which in our case is three days, you know, running right after they check in or the day after they checked in. So we’d send them a message, email and text messages saying, hey, how are we living up to your expectations? Can you rate us from 1 to 5? How’s the hotel? How’s our service been so far? Now? The the the the, uh, the the benefit of that is if they weren’t happy, we would know about it and get a chance to fix it before they went and wrote a negative review or something.

Marco Torres (00:32:20) – And if they were happy, if they were giving us fours and fives, which fortunately the most, the majority were, then we were asking those, hey, would you do us a favor and help us tell a tell the story? Um, you know, tell the others about that hotel, that brand and our brand. And if you do that, we’ll reward you with a complimentary hotel stay. Well, guess what we’ve generated now? Over 30,000 video testimonials on that website alone, and thousands of video reviews on other, uh, products of ours. And, uh, uh. That process has been one way we control our our online reputation and we even we even throttle reviews. Here’s another tip. Uh, because we’re doing this on a consistent basis with an automated system of following up with people after they’re using our products and services. We’re then, uh, throttling the reviews, requesting some of the reviews to go to trustpilot.com, third party review sites, others to go to site jabber, others to go to shopper approved, others to Google my business, others to Facebook.

Marco Torres (00:33:21) – And combined with when Google sees all of these third party reviews popping up with our brand names and different, uh, third party review sites, guess what? People search us and boom, you know, they’re going to see thousands of reviews and, and the, the, uh, social proof we need. Uh, so back to you. I didn’t mean to hog my own microphone here already. This is fine, but.

Freddy D (00:33:45) – I want to. I want to touch. I want to continue on reviews because reviews is really the new word of mouth. I mean, if you if you think about it, you know, if you’re writing and, you know, there’s times where Kylie and I will, we’ll decide where are we going to go eat? What are we going to do? She looks it up. First thing we do off of our phone is check what the reviews and if it’s got bad reviews, we don’t go and. And that’s the way the. That’s the world today. So what you just said is, is paramount.

Freddy D (00:34:13) – Really important is getting those reviews. And I always say, you know, you got a smartphone nowadays all you got to do is just remember to turn it horizontal, not vertical. Turn it horizontal and right on right in an air. You just delivered something or you provided a service. You’re all done. The customer is all excited. It takes a couple seconds to say, Hey Marco, would you be willing to give us a quick video testimonial about a minute? Uh, and is it okay for us to be able to post it? That’s it. It’s not rocket science. Exactly. And it doesn’t have to be Hollywood. It’s okay if you bobbled up the video. It’s real, it’s believable. And, uh, you know, I recommended that back ten years ago to a construction company in Chicago, and their business blew up, uh, because of that. And then they did the follow up six months later. Hey, Mary Lou, how’s the kitchen? You know, I know that, you know, everybody parties and hangs out in the kitchen.

Freddy D (00:35:08) – So I hope you’re enjoying the kitchen remodeling we’ve done. Jeez, I can’t believe it’s a year has gone by high. And that sell, you know, know 10% discount to buy my stuff. It’s just. Hi. Good thing. Oh. Happy birthday. It’s your birthday. Just sends you a birthday card. It’s just staying in touch.

Marco Torres (00:35:26) – Speaking of that speaker, let me interrupt you. I like your background on the screen right now. If you’re watching this on video, folks, he’s got a QR code up in the right hand corner, which is what one of the easiest ways today to ask people to engage. I see so many businesses that I go to and visit, like restaurants that, you know, any brick and mortar business, and they do nothing to really acquire your contact information. In today’s world, you need to be acquiring and building a database that you own, that you can continue to nurture and follow up and so forth. Easy as putting a QR code on a table, tense in your restaurant or on your business.

Marco Torres (00:36:01) – If you’re a brick and mortar and, uh, motivate and promote that, your staff ask people to click on the, you know, on the on the QR code, maybe to register to win a complimentary hotel stay like marketing boost could provide you or what have you or uh, and once they’re on that page, of course you could be saying, hey, share this on, you know, post this live on your Facebook fan page. You can be easily asking people and rewarding them to tell others about your business on the spot. When most businesses don’t even bother to come up with any creative ideas to how to capture the contact information of the client. And so anyway, back to you, because I think we’re on the same page here on is what you were just describing there, Freddie.

Freddy D (00:36:44) – Yeah. And then the same thing with, uh, the next thing in the wheel is referrals. And, you know, you got to be able to ask for referrals. People will want to help you.

Freddy D (00:36:54) – I mean, people, you know, once people invest in your business, whatever it is that you do, they want you to be successful. They don’t want to be tied to a losing business. They want to be tied to a winning business. So it’s, you know, one of the things that, and I’ll segue between referrals and gratitude is, you know, I coach people to say, okay, you know, put out a thing towards, you know, the at the six month mark, put out a newsletter, for example, to all your customers and say, hey, because of you guys, we’ve grown 20%. We’ve added two new people to the organization custom. You know, people go, oh my God, they think, think I’m going to make me money. No, they’re going to be excited that you’re growing because they’re got a vested interest in your business. And so, you know, that’s when you can start asking referrals is, you know, and thanking them for all the referrals and everything else.

Freddy D (00:37:45) – And, you know, you can even have rewards for referrals. I mean, there’s a multitude of things that you can do to rewards and. And, you know, and that’s where segways into the gratitude. At the end of the day, you need to. You know, Thanksgiving is, you know, a very brilliant marketing time because that’s a time of giving thanks. Hence the words Thanksgiving. And I coach people is don’t promote don’t do crapola. Just send them a card through the old postal mail, a real card saying, hey, you know what? We’re grateful for you being a customer. We noticed how at the beginning of the holiday season, and we just wish you and your family a warm holiday holiday season from us. That’s it.

Marco Torres (00:38:30) – Oh, yeah. You don’t have to ask for anything else. Just show that gratitude. And by the way, speaking of referrals, uh, when you ask for referrals and successfully a client, you know, gives you a variety of list of referrals, one, 2 or 3.

Marco Torres (00:38:46) – They are now psychologically, uh.

Freddy D (00:38:51) – A superfan.

Marco Torres (00:38:52) – A superfan, because now they have to justify, you know, they’re going to justify it in their own mind. This is a good product. I referred friends to it, so I believe in it. And, uh, so.

Freddy D (00:39:04) – They’re now a superfan.

Marco Torres (00:39:05) – They’re promoting they are promoting it. So the more you can get them immediately referring others. And maybe that means building and creating an affiliate program, referring, you know, uh, kick, uh, commissions back to people who refer you to clients and so forth. But the moment they refer to these people to you or so on, they have immediately in their, in their own mind said, I love this brand and therefore I’m referring it. So asking for referrals is, uh, part of the mix that you need to be doing. And it just, you know, it’s it’s one of the things that some people are afraid to do. A lot of business owners are like, hey, just kind of or salespeople, you know, they wanted they made the clothes, they sold it, and they want to get moving on.

Marco Torres (00:39:46) – They need to. Part of your process should be asking for referrals immediately after the sale in most cases. Yeah.

Freddy D (00:39:53) – Yep yep yeah.

Marco Torres (00:39:55) – Back to your wheel. So gratitude and uh, you’re referring to sending, um, direct mail pieces to everybody with a thank you note, uh, which is a great idea.

Freddy D (00:40:05) – And yeah, and the same thing with, you know, around the holidays, you know, uh, Christmas, Hanukkah, all that stuff. Just sending out a holiday card. No promotion, no business card in there, no discounts. It’s just happy holidays. Wishing you a new, prosperous new year. And that’s it. You know, it’s just simple touches. You know, I tell people there’s really if you want to really blow up your brand, you know, you send something goofy. And I had a, uh, mortgage company, a guy that owns the mortgage company. He sent the Halloween card. He goes, what are you talking about, Halloween card. This is.

Freddy D (00:40:43) – Trust me, it works. And so he dressed up, put a picture of himself in a Halloween costume on the card, and just sent the funny, a funny message to everybody. He got more phone calls and he’s never gotten from his customers. One thing. What a cool card. Okay? And second of all, you know, thanks for reaching out. And then he did the Thanksgiving and then he did the, you know, the holidays. And guess what happened to his business in the following year? It blew up because he got in front of everybody zero selling. It just it was just recognition and showing appreciation and showing gratitude to those customers.

Marco Torres (00:41:23) – Speaking of that, I see your wheel, the birthday card, the birthday section, and, uh, you know, one of the things, by the way, guys, if you haven’t noticed, uh, if you’re an annual member of Marketing Boost and you join one of our onboarding calls, we give you the Birthday Connector software, which is a software that, uh, connects to all of your contacts on Facebook and never forgets to send them a birthday message.

Marco Torres (00:41:49) – Uh, you know, so that you can, like, we’re talking about here, part of the gratitude. You’re just really on their birthday, sending them a message, uh, with the way the software works is you actually can send them three messages. The way I use it. I’ll send a message two days before their birthday wishing. Hey, I said you got a birthday coming up soon. Then I’ll send them a message on their birthday. It’s a customized image branded with their name in it and my brand. So it’s just a little branding thing going, hey, me and the team at Marketing Boost, we want to wish you a phenomenal birthday. So hope you enjoy. And then a couple of days later, I’ll send them a message with a call to action. And they made my case simple. It’ll be like, hey, by the way, I hope you had a wonderful birthday. I hope it was off the charts. And if, by the way, if you’re in business for yourself, check out the Marketing Boost Facebook group where we can show you how to grow your business.

Marco Torres (00:42:35) – So I’m not selling anything. I’m offering them, you know, join our free Facebook group. And again, that’s part of the way I’ve grown that group to over 30,000 members, entrepreneurs that are building their business. So just a simple idea, again, keeping in touch with the Facebook software that doesn’t cost me any money to send them a direct mail piece, and I may not even have their address to always be sending them a postcard in the mail, but via Facebook, boom. It’s automatic, so it’s just an idea there. You might go get that from. If you’re an annual member of Marketing Boost, it’s available to you at no cost. Uh, Freddy D what other ideas can we do to build these, uh, business superfans?

Marco Torres (00:43:15) – Well, um.

Freddy D (00:43:17) – Other things would be, you know, like you’ve got in a case, your case, you know, the Facebook group so businesses can create a Facebook group, for example. And it’s just information. They can provide information. It’s a mechanism for customers to engage back with them.

Freddy D (00:43:33) – I mean, there’s tools for, you know, uh, software tools for support, you know, so if they have questions and stuff. So you want to make it easy if somebody has an issue and life happens, but it’s the response time that is paramount. And I can’t emphasize that enough because, you know, in my I’m right now as we talk to it, I’m running an interpreting and translation company where we provide community, you know, language communications to non-English proficient individuals in 400 languages, both spoken American Sign Language and document translation. And, you know, sometimes it’s a glitch. We have software that they can connect to an interpreter in less than 60s. And sometimes stuff happens. I mean, it’s just this technology, but the fact that, you know, they reach out, I get a lot of times I get the message and I respond to them, okay, I look into it, respond to them, and I get a response in less than 15 minutes. And a lot of times the email that gets back is, thank you so much.

Freddy D (00:44:35) – And and for getting back to me and looking into this so fast and I maintain them as a superfan. Uh, you know, and it’s $650,000 a year with the business. Uh, and so it’s important to be responsive and fast. And that’s really the thing that you want to build. Super fan like we talked earlier. Things go. Things happen. You talked about, you know, giving, you know, getting a negative review because service wasn’t there or something fell apart, blah, blah, blah. But if you take the effort immediately to get the thing resolved before versus kicking it down the can, well, they wrote us a bad review. Screw it. We’ll get a couple more new positive reviews and we’ll push that one down. That’s the mindset. The reality is, I like what you said Marco was, let’s see if we can turn that customer around, because that’s the selling part right there and turn that customer around. And now you’ve got a super fan for life because they’re going to turn around and says, you know what? They messed up.

Freddy D (00:45:34) – But you know what? They they they stood up, owned it and took care of it and made it right and made it better. And that’s really, really critical in today’s world, because a lot of people, like I said before, just kick it down to can.

Marco Torres (00:45:48) – Yeah. It’s just it’s obviously easier to do that than to get engaged in trying to fix the, uh, the issue. But, you know, those negative reviews live online forever. And, you know, of course, uh, you know, we have multiple brands and multiple companies, and we sell travel, different destinations around the world. Lots of products are out of our control. What was the hotel like? What was the room like? What was the experience like in a hotel? We don’t own or operate, you know, and there’s certain things you you can never please everybody. So there’s some reviews that we just, you know, they’re they’re negative. They’re going to be there and generating more positive reviews as part of the solution.

Marco Torres (00:46:25) – But uh, but you.

Marco Torres (00:46:26) – Could also respond.

Freddy D (00:46:27) – To that negative review.

Marco Torres (00:46:28) – Yeah, absolutely.

Freddy D (00:46:29) – You can’t ignore it. You’ve got to put a response to it. And even if you don’t agree with the review, at least acknowledge, because I have a saying that an individual’s perception is their own reality. Right or wrong, doesn’t matter. Yeah, it’s their perception. And for them it’s right. And you might think it’s wrong. It’s irrelevant.

Marco Torres (00:46:48) – It’s irrelevant. And getting and responding to them will at least hopefully keep it to that, to that one review. Because. So often when you’re upset. Think about this, you know. Soliciting reviews, by the way, is part of the process you need to have otherwise. Normally when we buy any product or service, we expect to be happy when we bought the product or service. So when we’re happy, we don’t go nuts writing positive reviews all over the place in most cases because hey, I’m happy with the product or service. That’s what I expected.

Marco Torres (00:47:20) – But if I’m not happy. I am. Sometimes we’re motivated to go write multiple negative and and the more unhappy I am, the more inclined I am to go write it on Facebook on their Facebook page, to take it to everywhere I can find a place to post a negative review about that company. I want everybody in the world to know about it. And guess what? Google is also likes to make sure if there’s a negative review, that’s the one they’re going to put on top, then you might have a you might have 100 positive reviews, but one negative, that’s the one they tell the whole world about. They put the negative right up, right up on top for everybody to see it. So. So uh, again, if, if, if you, if you take care of it, you at least they might not go post it anywhere else. It might just live on the one place they posted so they don’t go write it on, you know, Yelp and Google.

Marco Torres (00:48:10) – If they were, they were they were they were recognized.

Freddy D (00:48:13) – They were. And that’s the thing goes back to appreciation. Recognition. You took a moment to recognize them and say, okay, I can see your point. It’s not don’t get into an argument. Just acknowledge it. I understand your, you know, where you coming from and you know, we’re sorry that this happened, etc.. You know, and it’s the same thing with on reviews is, you know, you deliver a service and usually that’s the end of it. Nobody follows up. Well, how did Johnny do the long job? How did this happen? Or, you know, how was the plumber. You know the service is done. Good or bad, you don’t hear nothing. There’s no follow up. And that’s where follow up again is important is after sale or after the service has been provided to reach back out and and now is a chance to say, okay, how was the you know, the plumbing. Oh, he did an excellent job. Super nice guy. Great.

Freddy D (00:49:02) – Well, you know, uh, Linda, would you be willing to write us a review on Google? We’d be really grateful. Would help us out. And, you know, and if you get that done, we’ll send you a final, uh, Starbucks gift card. You know, simple little stuff is is, uh, makes the difference.

Marco Torres (00:49:21) – Yep yep yep.

Marco Torres (00:49:22) – So let me, uh, share some screen. Let’s tell people how they can get Ahold of you one more time. Freddy. Tell us where we can find you.

Freddy D (00:49:31) – You can go to, uh, my. I got two websites. So Frederick Dudek, Frederick, you can find me on Facebook as well. And then there’s also the Business superfans.com website.

Marco Torres (00:49:48) – Great folks. All of these links are in the notes below here on the podcast or on the YouTube channel. Uh, if you like the content we’ve brought to you today, please comment below. Tell us what you thought. Tell us how you’ve used, uh, how you’ve built any superfans for your business.

Marco Torres (00:50:05) – How have you generated reviews, uh, or what you think of the ideas we presented below? Please comment like below. Give us a review of the podcast would be a huge, uh uh, something we’d be grateful for. Give us a review and like and share. Don’t forget to subscribe to the podcast or subscribe to the YouTube channel. Um, thanks again folks, for listening in to another episode of the Marketing Boost Solutions podcast. Again, we’re here trying to bring you or delivering to you content that we hope you can help you build your business with, inspire you to succeed, and continue to grow your business. Uh, don’t forget to check out Marketing Boost solutions.com where you can find software solutions such as the birthday connector I mentioned, automation Booster, social lead connector, different products to help you generate unlimited leads. Right here on the screen you can connect with Freddie. Click on that QR code up there or click the links below. Thank you very much. Again, like, subscribe and share.

Marco Torres (00:51:07) – Uh, let me thank.

Freddy D (00:51:08) – You, Marco. It’s a pleasure being on the show.

Marco Torres (00:51:10) – Thank you.

Marco Torres (00:51:12) – Thanks for listening to another episode of marketing Booth solutions podcast with your hosts, Captain Marco Torres. Now it’s on you. Take the next step. Now go to Marketing Boost Solutions. Com for more on how you can wow, delight and surprise your clients with the most amazing draw card on the planet. So stay thirsty my friends. Stay thirsty for knowledge. See you next time.
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