Marketing Boost Solutions Podcast hosted by Marco Torres | Creating Business Superfans the Key to Success in Today’s Competitive Market | Frederick Dudek (Freddy D)
Creating Business Superfans꞉ The Key to Success in Today's Competitive Market Frederick Dudek
[00:00:00] Freddy D
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, it shows that you're on top of the job. Being first is paramount because it sets the bar and you can set the standard.
[00:00:20] Freddy D
That's where followup is important and not only prior to the sale, but more importantly, after sale, welcome to the marketing boost solutions podcast.
[00:00:20] Marco Torres
Join host Marco Torres, co founder of marketing boost. com along with expert guests. It's a great way to learn more about your business 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.
[00:00:50] Freddy D
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 [00:01:00] changing lessons for your business
[00:01:02] Marco Torres
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. Today, we are blessed to be speaking with. Frederick Dudek, Freddie D as he's known otherwise, author of the renowned book, Creating Business Superfans.
[00:01:25] Marco Torres: He's 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.
[00:01:47] Marco Torres: Up and coming business superfans podcast as well. Welcome to the show, Freddy D.
[00:01:54] Freddy D: Hey, good morning, Marko.
[00:01:56] Marco Torres: So tell us about a little bit about that book, creating [00:02:00] business superfans. I understand you took advantage of the pandemic time to put your mind on paper and write a book. Tell us a little about that.
[00:02:09] Marco Torres: Yeah,
[00:02:09] Freddy D: it 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 my companion that she was working and I says, 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.
[00:02:26] Freddy D: And I had a couple of friends read it and they go, eh, it's okay, but it doesn't have legs. And I was like, oh, crushed. And so, crumbled it all up. started all over. And then all of a sudden I got this idea of, if you think of a sports team and you look at a, whether it's American football, European soccer baseball, hockey, all those sports, you've got these fans that got their faces painted.
[00:02:55] Freddy D: They got the jerseys, they got the hats, they got the banners. They're super fans of [00:03:00] 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 and these people got bumper stickers, they're wearing their jerseys around and they're basically super fans of that sports team.
[00:03:18] Freddy D: And I go, why can't businesses create the same thing? And hence, when you see my background, we got our faces painted, we got super fans in the back, but we're wearing suits, we're, so we're business super fans versus sports super fans. And so I started throwing some words down and what was it?
[00:03:37] Freddy D: Fun part was that I will go back and say, Hey, Kylie, look, I got 800 words down today. She goes, great. And the next day I got, I got 1200 words down today. 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.
[00:03:56] Freddy D: And then all of a sudden I had a couple of people read it and they go. This has [00:04:00] got legs. This is pretty good stuff. And what I did is I blended old school stuff that, we've learned, but forgot to utilize because we're all caught up and. doIng everything on our phones and everything else.
[00:04:14] Freddy D: And so what I did is I blended old school techniques with new world approaches to create super fans. And that's, what's really making it a
[00:04:22] Marco Torres: success. Awesome. Awesome. And then in your background, so tell us a little bit about just to, set the stage for your global experience with marketing over the last 30 years, give us just a little insight on that and.
[00:04:36] Marco Torres: Well, you got to today where you're focusing on, I'm intrigued with the translation services. Is that your company now also?
[00:04:43] Freddy D: Almost. I'm the general manager of it. Cool. So I'm actually looking, we're talking about maybe me buying it. So we're in that conversation. niCe. So I started out as a draftsman slash engineer long, long time ago.
[00:04:56] Freddy D: And if you remember, people may not remember, may need to [00:05:00] look it up, but the 1982 Ford escort, I'm the guy that designed the spot walled guns. That spot walled 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.
[00:05:15] Freddy D: And then the person could come in with the spot weld gun and weld the tips perpendicular. So I was doing a lot of geometry that led me into the computer aided design world. I got hired in 1980 as an applications engineer. And so I taught. companies like General Motors, Westinghouse, Eaton Corporation, and a multitude of others, Ball Corporation and such going from drafting boards to designing in, in 3D on a computer.
[00:05:43] Freddy D: And so it basically is, in the old world, You would think in 3D, you would design it in 2D, and, and then they would make it. So I always had to teach people, this is okay, you can eliminate the 2D design, you can go from 3D to 3D on a computer. [00:06:00] And How I got into sales is I did that for about five years and the company was looking for some salespeople and they wanted to grow it internally.
[00:06:08] Freddy D: So raised my hand, got picked and I was very fortunate. I was sent through six months of sales training, some, Vanguard. Training, strategic account management, uh, Wilson learning, connecting with people and stuff like that. A lot of big, heavy duty class courses.
[00:06:26] Freddy D: And and then, for six months, I went through that one week training and then three weeks out in the field, helping the real sales guys at the time. And in 86. I was officially in sales and I actually ended up winning one of the awards of highest sales for the quarter had like 300 grand for the whole quarter and I just kept moving up. Eventually became a district manager, then a regional manager, uh, in Chicago. Then I moved to Arizona and I was working for a UK company as a [00:07:00] Western regional manager handling the whole Western United States. And then I joined a company in Scottsdale, Arizona, as a director of worldwide sales and marketing.
[00:07:09] Freddy D: And basically this says, okay, here's a product. Nobody knows about it. You got a reputation.
[00:07:18] Marco Torres: Your background sounds like mine. Started in got into sales cause 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 a sales guy, most of my life, involved in people, communications.
[00:07:31] Marco Torres: And then I realized, there's only so much I could make as a salesperson because it depends a hundred percent on my ability to get up there. And really you and meet people face to face and do things in a really informative way. Cause one of the things you might want to do is get involved people face to face.
[00:07:44] Marco Torres: It's kind of interesting, I used to, when I owned a utility company I used to, when I started marketing all my sales people in front of the company were сос stereotypical people. 20 years or so with online marketing since [00:08:00] 1986. I've been a early adapter for internet marketing. So, so, Freddie D tell us then about okay So you moved into marketing and you've obviously had a lot of success with that since then and then so that's where the book came and Take us from there where to let's talk about your main subject here of What is a, a business superfan and how do you create those type of superfans?
[00:08:22] Marco Torres: Because all of us in this community we're entrepreneurs either getting started or we've got, actual business growing and obviously business superfans would be would be a blessing, but hard to come by. So how do you create them?
[00:08:34] Freddy D: Well, I'll continue off from when I got into the international stuff because that'll segue right into that question.
[00:08:42] Freddy D: So, the product that I was in charge of was a product called cam works will still exist today. And I came up with the marketing tagline back in 1990. Eight of machining intelligence because there was a relation [00:09:00] relational database to add some smarts and basically based upon some parameters, it would execute some things and my job was to get this product global.
[00:09:09] Freddy D: 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, real super short story.
[00:09:30] Freddy D: I was trying to sell them to Japan. Couldn't get anywhere. They love the product. I talked about they would be master distributor, et cetera. I was in Australia dinner with one of my resellers. I remember this guy said, Paul, what did I do wrong? He goes, what are you talking about? I says, well, I'm talking about the contract, the market opportunity, the profitability, blah, blah, blah.
[00:09:47] Freddy D: 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 [00:10:00] know them, got them to give me a tour of Tokyo, et cetera. They came here to Arizona. We had a two hour meeting and I spent most of the day showing them around the Valley.
[00:10:10] Freddy D: And a couple of months later, I got 200, 000 order. So my point to that was I built relationships with those people, and it's really important because you've 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.
[00:10:31] Freddy D: And so I would recognize their birthdays. I would recognize them. I would have we would have reseller. Cause they were known as a reseller awards for the reseller that sold the most, but where I went different and this leads into the book. And 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.
[00:10:54] Freddy D: It was that salesperson or that tech guy at that company that were the ones promoting our [00:11:00] product and making the sales for us. So I would recognize the company. As well as that sales individual. And that was really the big difference is I recognized that person because one of the quotes in my book is people will crawl through broken glass for appreciation recognition.
[00:11:16] Freddy D: Tell me I'm wrong, Marco.
[00:11:18] Marco Torres: Absolutely. That means more than a paycheck in a lot of cases, 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 higher level management, That kind of stuff lives in their minds forever more than the bonus, check or what
[00:11:41] Freddy D: have you Yeah.
[00:11:42] Freddy D: I mean, it's like, when I was selling back in Chicago, I had a company in Rockford, Illinois, that was a tool and dye shop. And when I started, they were a 40 man company. And the last time I was there probably over a decade ago, they were over 120, between 120, 150 people. [00:12:00] They bought the two buildings next to them.
[00:12:01] Freddy D: They wouldn't let me in. They were holding the door closed because it says every time you come in here, you cost us a hundred grand. But I turned around and said, yeah, but let's review. You built two breezeways, you got two businesses, you got a business in Virginia, you got a place in Sweden, so, but they were my super fan.
[00:12:20] Freddy D: And they were, and what I did there was I learned, I changed the sales approach to not, it's not my product, my, my widgets, a widget. It can be blue, it can be green, it can be purple. Nobody cares. The CEO or the owner of a company doesn't care. He's interested in what's it cost me, what's it do for me, how fast do I make my money back and get a profit?
[00:12:42] Freddy D: That's it. Doesn't care about any of that other stuff. 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 [00:13:00] every time I needed a reference, I could pick up the phone and say, okay Marco, here's my phone call Bob at this manufacturing company and ask what he thinks of our service, our company, our software, and et cetera.
[00:13:14] Freddy D: And I, I just dropped the phone right in front of him. It's just, 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 referenceable. And most people would go, Oh no, that's okay. How fast can we get this system?
[00:13:28] Freddy D: And they were sold right then and there. 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 I helped him grow. And because I built that relationship when he was going through the divorce who was at the bar having beers Listening to what was going on in his life this guy and that made the difference
[00:14:01] Freddy D: It's time to wow, surprise and impress your clients with the most powerful customer draw card available anywhere. The marketing boost solution show is brought to you by marketing boost, where you can get valuable travel and restaurant incentives to drive your leads from prospects to paying customers.
[00:14:20] Freddy D: Now you can offer complimentary hotel stays in over 130 destinations worldwide. Go to marketing boost solutions dot com and try it for free right now.
[00:14:32] Marco Torres: Welcome back to the Marketing Boost 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.
[00:14:46] Marco Torres: You just heard from our sponsor, Marketing Boost, which by the way, is one way to reward your. Clients, your business fan to turn them from just an average client to yours to be a business super fan, reward them with incentives, [00:15:00] bonuses, complimentary hotel stays, hotel savings cards, restaurant savings, butters, create your reward programs and customer client appreciation programs, et cetera.
[00:15:10] Marco Torres: So, back to. Our buddy here, Freddy D, the expert on building these business superfans, take it away, Freddy, tell us some more.
[00:15:21] Freddy D: Well, excellent 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.
[00:15:37] Freddy D: But really in the real world, that's a silo. It's just one component. And then there's people that say, okay, there are employee, motivation experts or retention experts and blah, blah, blah. But that's another silo. Nobody talks about complimentary businesses that, compliment that business flooring and painting company, for example, two complimentary businesses.[00:16:00]
[00:16:00] Freddy D: So in reality, they're all intertwined. And here's a perfect example. Okay. The painting company paints a wall for Susie's super happy with the, with John that painted the wall, his company. So she asked John now that these walls are all painted, man, my flooring just doesn't look good.
[00:16:21] Freddy D: I need, it, it looks old. Do you know anybody? Oh yeah. John says, you got to talk to my friend, Steve. Well, Steve is happy to send, but he sends Mike. And Mike doesn't feel appreciated, hasn't been recognized, feels he's underpaid, feels he's just doing a job, just showing up because nobody cares about Mike.
[00:16:44] Freddy D: So he begrudgingly goes to do the job. The job is... Not so terrific, shortcuts are made, blah, blah, blah. So now Susie's upset. She's upset [00:17:00] 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, his company did a horrible job.
[00:17:15] Freddy D: And so now you got two L's, two loses 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, that's the real world.
[00:17:42] Freddy D: That's the dynamic that really takes place. And it's paramount that one, they 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 giving anything back, not even giving a finder's [00:18:00] feedback or anything like that relationship is going to dissolve. MIke needs to be recognized and appreciated. 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 bad ass and vice versa. 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.
[00:18:27] Freddy D: And now she's a super fan of both companies. Very easy. Cost them zero money.
[00:18:34] Marco Torres: Makes a lot of sense. In other words, networking and building those relationships with complimentary organizations that you can refer your clients to. When you, once you've got them built in now, Hey, you might need the following, if they're not asking, you could still be, Hey, one of the, one of the suggestions we have next for you is, 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, we've done your walls.
[00:18:59] Marco Torres: We painted the [00:19:00] outside of your house We've done you need some landscape. I recommend some landscaping and the guy I recommend for that. He's really good Is xyz company and now you know if they get the job boom, And of course you've got to have the trust the relationship that knows that landscaping company is going to deliver so that you So that you look good and so forth.
[00:19:19] Marco Torres: And
[00:19:19] Freddy D: so that the painting guy is a super fan of the landscaping company and it all ties together. And so there's a little things. And then your thing I talk about in the book is I talk about follow up. I talk about, follow up is monster. Let's talk about follow up for a second.
[00:19:36] Freddy D: Follow up is everything in business. You being in sales, you understand that completely. 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, and all of a sudden it's a [00:20:00] different mindset.
[00:20:00] Freddy D: You got to them, 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 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're going to be the third guy to do wrap up.
[00:20:22] Freddy D: And in collaborative too, 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 that's where follow up is important and not only prior to the sale, but more importantly, after sale, because, the sale begins.
[00:20:45] Freddy D: When the sales closed, that's the real sale, the onboarding, the engagement, the relationship beyond all that stuff, that's where marketing comes in because it's not, you got them in, but now you got to keep them and you're going to engage with them and [00:21:00] you're going to make sure that their experience is a successful experience and, stuff happens, but if you react and follow up and handle it fast.
[00:21:08] Freddy D: 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, Oh yeah, I bought those guys, but their service sucks. And that just wipes out all the work that you just did.
[00:21:28] Marco Torres: 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. It's not there. It is creating business super fans by Frederick Dudek, Freddie D. Let me share my screen real quick and show you guys a little bit of Well, I'm actually on your business superfans scorecard page.
[00:21:48] Marco Torres: I found this interesting. Talk to us about the scorecard and what that's about.
[00:21:54] Freddy D: Well, excellent thing, Marco. Thanks for bringing that up. So what's unique is that each [00:22:00] chapter ends with a questions. And so when you're done with the chapter, you can rate yourself. As to, how did, on a scale of zero to ten, how did you do that, compare yourself into that chapter? One being, not so good and 10 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? 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.
[00:22:42] Freddy D: I'm making changes to improve your score.
[00:22:45] Marco Torres: 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.
[00:23:02] Freddy D: Rainless voicemails, appointment setting, get all the inbound and outbound marketing tools in one place. Go to marketingboostsolutions. com for more on automating your business so you can make money while you sleep.
[00:23:19] Marco Torres: We're talking to Freddie D about building business fans, super fans for your business. And right before the break, we were talking about the.
[00:23:28] Marco Torres: 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.
[00:23:58] Marco Torres: If you don't already have a CRM [00:24:00] system, or you're not happy with what you got, go check out automation booster. com. We really, I've 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.
[00:24:17] Marco Torres: Program, products to communicate quickly with your clients and automate a lot of those processes with follow up, etc So check it out at automation marketing booth solutions. com You'll see the link for automation booster back to you freddie d. Let's talk about going back. Let me pull back up your website once more And let me see if I get back to your main page folks.
[00:24:39] Marco Torres: 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 could be following along.
[00:24:58] Marco Torres: With your [00:25:00] scorecard and see how you measure up with your ability to be prospecting, following up generating some thank you and birthday messages to your clients. And what else do we have on the circle? I can't quite read it upside appreciation,
[00:25:14] Freddy D: recognition, retention, the unexpected extra.
[00:25:17] Freddy D: And let me talk about the unexpected extra real quick. The unexpected extra is it's monster size. Here's a perfect example, and a real world example. Last year we went to a restaurant. We ordered the food, and it was basically a takeout delivery. So we ordered it, got it all in. I show up there, no order.
[00:25:37] Freddy D: So the hostess goes and gets the manager. The manager comes back and says, Oh, here's the, caller ID. I called it in. All that stuff. He goes, Oh our apologies. We'll make it right away. Here, have a beer on us while we cook the food. So, sitting there having the beer, comes back out the food, pull it out, we look at it.
[00:25:55] Freddy D: One of the, I mean, when snowballs, it snowballs, one of the dinners is wrong, completely [00:26:00] wrong. He's completely embarrassed. He goes, okay, I'm going to go back and make sure that this is taken care of. So he goes back, 10 minutes later, he comes back and he goes hang on a second.
[00:26:09] Freddy D: 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 I says, okay, thank you very much. I appreciate it. What do I owe it? He goes, no, it's our mistake. He goes, it's all in the house.
[00:26:28] Freddy D: 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 Hula's. I'm going to promote them. They're in High Street in Phoenix. And we've gone back there 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 super fan.
[00:26:52] Marco Torres: Something going over and above and unexpected, et cetera. And by the way that ties in a perfect segue [00:27:00] to promote myself again with marketing boost solutions. com folks, we've used let me give you an idea of how many of my clients and myself even have used marketing boost incentives to even to fix a customer service problem like that for example, the one he just described, and I've had clients where we've had, we dropped the ball.
[00:27:19] Marco Torres: We kind of, maybe we didn't fulfill as quickly as we should have. We, shipped the wrong product, who knows. And there, even if 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.
[00:27:34] Marco Torres: 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. Actually, you have 130 destinations to choose from, but you said, just like that coupon or that free cheesecake, you might say, look, let me give you a three day getaway on us just for your aggravation, and if after we fix the problem, and we gave you the complimentary hotel [00:28:00] stay on us, would you consider?
[00:28:02] Marco Torres: Removing that review or updating it at least and you'd be surprised how many people will gladly after they 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 hula's. Was it that correct? And now you're an evangelist for that brand.
[00:28:22] Marco Torres: And when you walked 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 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 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.
[00:28:48] Marco Torres: Marketing boost is an example of how you can do it. It 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 [00:29:00] not to divert and use and be biased with marketing boost, but you know, it ties in with your I've seen well, we abused it ourselves Even on to your next wheel subject.
[00:29:09] Marco Torres: I'm going to quickly jump back to your wheel the reviews maybe some of you may not know the story of marketing boost and we the whole company was born On first our own desire to generate video reviews for one of our travel websites So let me tell this quick story real quick because it might fall into some of your story With your book, but we needed video reviews.
[00:29:32] Marco Torres: And by the way, any business today, you 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. 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.
[00:29:57] Marco Torres: But we did that in a format that right now i'm going to [00:30:00] 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 I mean right after they check in or the day after they check again So we'd send them a message email and text message saying hey, how are we living up to your expectations?
[00:30:17] Marco Torres: Can you rate us from one to five? How's the hotel? How's our service been so far now the problem 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. 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.
[00:30:42] Marco Torres: A tell the story 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 products of ours.[00:31:00]
[00:31:00] Marco Torres: And that process has been one way we control our online reputation, and 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 Throttling reviews, requesting some of the reviews to go to trustpilot.
[00:31:20] Marco Torres: com, third party review sites, others to go to SiteJabber, others to go to ShopperApproved, others to Google My Business, others to Facebook. And combined with when Google sees all of these third party reviews popping up with our brand names and different third party review sites, guess what people search us and boom, they're going to see thousands of reviews and the the social proof we need. So back to you. I didn't mean to hog my own microphone here.
[00:31:47] Freddy D: That's fine, but you, want to touch, I want to continue on reviews because reviews is really the new word of mouth. I mean, if you think about it, if you're writing and there's times where Kylie and I will decide where are we going to go eat?
[00:31:59] Freddy D: What are [00:32:00] 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 that's the way the, that's the world today. So what you just said is paramountly important is getting those reviews. And I always say, you got a smartphone nowadays, all you gotta do is just remember to turn it horizontal, not vertical, turn it horizontal and right on, right then and there, you just delivered something.
[00:32:28] Freddy D: 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? And is it okay for us to be able to post it? That's it. It's not record science. Exactly. And it doesn't have to be Hollywood.
[00:32:44] Freddy D: It's okay. If you bobbled the video, it's real, it's believable. And I recommended that back 10 years ago to a construction company in Chicago and their business blew up. Because of that. And then they did the follow up six [00:33:00] months later. Hey, Mary Lou, how's the kitchen? I know that, everybody parties and hangs out in the kitchen, so I hope you're enjoying the kitchen remodeling we've done.
[00:33:07] Freddy D: Jeez, I can't believe it's a year's gone by. Hi. And that sell, no 10 percent discount to buy my stuff. It's just... Hi, good thing. Oh, happy birthday. It's your birthday. Just send you a birthday card. It's just staying in touch.
[00:33:22] Marco Torres: Speaking of that, let me interrupt you. I like your background on the screen right now.
[00:33:26] Marco Torres: 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, any brick and mortar business, and they do nothing to really acquire your.
[00:33:43] Marco Torres: 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 tents in your restaurant or on your business. If you're a brick and mortar and [00:34:00] motivate and promote that your staff ask people to click on the, on the QR code, maybe to register to win a complimentary hotel stay like.
[00:34:07] Marco Torres: Marketing boost could provide you or what have you or and once they're on that page, of course, you could be saying, Hey, share this, post this live on your Facebook fan page. You could be easily asking people and rewarding them to tell others about your business on the spot when most businesses.
[00:34:24] Marco Torres: 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 as what you were just describing there freddie
[00:34:37] Freddy D: Yeah, and then the same thing with the next thing in the wheel is referrals and you know You got to be able to ask for referrals.
[00:34:45] Freddy D: People will want to help you. I mean, people, 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. [00:35:00] So it's, one of the things that I'll segue between referrals and gratitude is, I coach people to say, okay, put out a thing towards, 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%.
[00:35:16] Freddy D: We've added two new people to the organization. Custom, people go, Oh my God, they think that I'm going to make any money. No, they're going to be excited that you're growing because they're got a vested interest in your business. And so, that's when you can start asking referrals is, and thanking them for all the referrals and everything else.
[00:35:35] Freddy D: And, you can even have rewards for referrals. I mean, there's a multitude of things that you can do to rewards. And, and that's where it segues into the gratitude at the end of the day, Thanksgiving is a very brilliant marketing time because that's a time of giving thanks.
[00:35:52] Freddy D: Hence the words Thanksgiving and I coach people as don't promote, don't do crapola. Just [00:36:00] send them a card through the old postal mail, a real card saying, Hey, you know what, we're grateful for you to being a customer. We know it's the ho the beginning of the holiday season, and we just wish you and your family a warm hall holiday season from us.
[00:36:16] Freddy D: That's it.
[00:36:17] Marco Torres: Yeah. You don't have to ask for anything else. Just show that gratitude. And by the way, speaking of referrals, when you ask for referrals and successfully a client, gives you a variety or list of referrals, one, two, or three, they are now psychologically
[00:36:34] Marco Torres: A superfan, because now they have to justify, they're going to justify in their own mind. This is a good product. I referred friends to it. So I believe in it.
[00:36:44] Freddy D: They're now a superfan, they're out promoting,
[00:36:45] Marco Torres: They're out promoting it. So the more you can get them immediately referring others, and maybe that means building and creating an affiliate program, referring, Kick commissions back to people who refer you clients and so forth.
[00:36:59] Marco Torres: But the [00:37:00] moment they refer two or three people to you or so on, they have immediately in their own mind said, I love this brand and therefore I'm referring it. So asking for referrals is a part of the mix that you need to be doing. And it's just. It's one of the things that some people are afraid to do.
[00:37:16] Marco Torres: A lot of business owners are like, eh, just kind of, or salespeople, they wanted, they made the clothes, they sold it and they want to get moving on. They need to, part of your process should be asking for referrals immediately after the sale in most cases. Yep back to your wheel so gratitude and you're referring to sending Direct mail pieces to everybody with a thank you note which is a great idea.
[00:37:40] Freddy D: Yeah, and the same thing with you know around the holidays, Christmas hanukkah all that stuff just sending out a holiday card.
[00:37:47] Freddy D: 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 [00:38:00] simple touches. So, I tell people there's really, if you want to really blow up your brand, you send something goofy and I had a a mortgage company, a guy that owned the mortgage company, he sent the Halloween card, he goes, what are you talking about?
[00:38:13] Freddy D: Halloween card. This is. Trust me, it works. And so he dressed up, put a picture of himself in the Halloween costume on the card and just sent a funny message to everybody. He got more phone calls than he's ever gotten from his customers. One thing, what a cool card. Okay. And second of all, thanks for reaching out.
[00:38:32] Freddy D: And then he did the Thanksgiving and then he did the, the holidays and guess what happened to his business in the following year? It blew up because she got. In front of everybody, zero selling. It just, it was just recognition and showing appreciation and showing gratitude to those customers.
[00:38:53] Marco Torres: Speaking of that, I see in your wheel, the birthday card, the birthday section. Yep. And one of the things, by the way, guys, if you [00:39:00] haven't noticed if you're an annual member of marketing boost and you joined one of our onboarding calls. We give you the birthday connector software, which is a software that connects to all of your contacts on Facebook and never forgets to send them a birthday message. So that you can, like we're talking about here, part of the gratitude, you're just re on their birthday, sending them a message. With the way the software works is you actually can send them three messages the way I use it. I'll send the message two days before their birthday wishing. Hey, I see you got a birthday coming up soon.
[00:39:31] Marco Torres: Then I'll send 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.
[00:39:48] Marco Torres: And they made my case simple. It'll be like, Hey, by the way, hope you had a wonderful birthday. 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 [00:40:00] grow your business. So I'm not selling anything, I'm offering them, join our free Facebook group.
[00:40:04] Marco Torres: 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.
[00:40:23] Marco Torres: 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 Freddy D what other ideas can we do to build these? Business Superfans.
[00:40:39] Freddy D: Well, other things would be, like you've got in the case, your case, the Facebook group so businesses can create a Facebook group, for example, and it's just information they can provide information.
[00:40:50] Freddy D: It's a mechanism for customers to engage back with them. I mean, there's tools for, software tools for support, so if they have questions and stuff, so you want [00:41:00] 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, in my right now as we talked earlier, I'm running an interpreting and translation company where we provide community, language communications to non English proficient individuals in 400 languages.
[00:41:25] Freddy D: Both spoken American Sign Language and document translation. And, sometimes there's a glitch. We have software that they can connect to an interpreter in less than 60 seconds. And sometimes stuff happens. I mean, it's just, it's technology. But the fact that, they reach out. I get a lot of times I get the message and I respond to them.
[00:41:47] Freddy D: Okay. I look into it, respond to them. And then I get a response in less than 15 minutes. And a lot of times the email that gets back is thank you so much and for getting back to me and looking into this so fast and I've maintained them as a [00:42:00] superfan. And it's 650, 000 a year worth of business. So it's important to be responsive and fast. And that's really the thing that you want to build superfan like we talked earlier. Things go, things happen. You talked about, giving, getting a negative review because service wasn't there. 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.
[00:42:27] Freddy D: 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.
[00:42:47] Freddy D: But you know what they stood up, owned it. And took care of it and made it right and made it better. And that's really critical in today's world because a lot of people, like I said before, just kick it down the can.
[00:43:04] Marco Torres: But. Those negative reviews live online forever. And, of course with, we have multiple brands and multiple companies and we sell travel to 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? There's certain things you can never please everybody. So there's some reviews that we just, they're negative. They're going to be there. And generating more positive reviews is part of the solution.
[00:43:32] Freddy D: You can also respond to that negative review.
[00:43:34] Marco Torres: Yeah, absolutely.
[00:43:35] Freddy D: 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. It doesn't matter. It's their perception. And for them, it's right. And you might think it's wrong. It's irrelevant.
[00:43:54] Marco Torres: It's irrelevant. And getting and responding to them will at least hopefully keep it to that one review. [00:44:00] Because often when you're upset, think about this, 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.
[00:44:14] Marco Torres: 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 But if i'm not happy I am sometimes we're motivated to go write multiple negative 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.
[00:44:37] Marco Torres: 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 that you might have a. You might have a hundred positive reviews, but one negative, that's the one they tell the whole world about.
[00:44:53] Marco Torres: They put the negative right up on top for everybody to see it. So, so, again if you would take care of [00:45:00] it, you, at least they might not go post it anywhere else. Right, I just live on the one place they posted so they don't go write it on, Yelp and Google is
[00:45:09] Freddy D: They were recognized.
[00:45:12] Freddy D: 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're coming from and you know we're sorry that this happened, etc. And it's the same thing we run reviews is, you deliver a service.
[00:45:30] Freddy D: And usually that's the end of it. Nobody follows up. Well, how did Johnny do the lawn job? How did this happen? Or, how was the plumber, 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 the sale or after the service has been provided to reach back out and now is a chance to say, okay, how was the, the plumbing?
[00:45:55] Freddy D: Oh, he did an excellent job. Super nice guy. Great. Linda, would you be willing to write us a review [00:46:00] on Google? We'd be really grateful would help us out. And, and if you get that done, we'll send you a 5 Starbucks gift card. Thank you. Simple little stuff is makes the difference.
[00:46:10] Marco Torres: Yep. Yep. Yep. So let me share some screen. Let's tell people how they can get ahold of you one more time. Freddy D, tell us where we can find you.
[00:46:19] Marco Torres: Yeah, you can go to my, I got two websites. So Frederick Dudek, F R E D E R I C K. You can find me on Facebook as well. And then there's also the business superfans.
[00:46:33] Marco Torres: com website.
[00:46:34] Marco Torres: Great folks. All of these links are in the notes below here on the podcast or on the YouTube channel if you like the content we've brought to you today, please comment below, tell us what you thought, tell us how you used how you've built any super fans for your business. Have you generated reviews? Or what you think of the ideas we presented below, please comment like provoke, give us a review of the podcast would be a huge [00:47:00] 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. Thanks again, folks, for listening in to another episode of the marketing boost solutions podcast.
[00:47:15] Marco Torres: 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. Don't forget to check out marketingboostsolutions. 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.
[00:47:38] Marco Torres: Right here on the screen, you can connect with Freddy D. Click on that QR code up there or click the links below. Thank you very much again. Like, subscribe, and share.
[00:47:50] Freddy D: Thank you, Marco. It's a pleasure being on the show. Thank you.
[00:48:01] Marco Torres: Now it's on you. Take the next step now. Go to marketingboothsolutions. 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
[00:48:18] Marco Torres: next time.