Business Podcast | How to Create a Customer Service EXPERIENCE What Will WOW Your Customers Time And Time Again!!!

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Business Podcast | How to Create a Customer Service EXPERIENCE What Will WOW Your Customers Time And Time Again!!!

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Business Coach | Ask Clay & Z Anything

Audio Transcription

Oh man. Hello? Hello, this is Todd. I understand you have a question about your bill? Uh, finally. Yeah, hey, I wanted to pay my bill. Okay, great. Well, what is your question about your bill? Oh, no, don’t have a question. Just want to pay my bill Can your bill is actually a customer service issue you press three for questions about your bill? Oh, you should have pressed number one for customer service, sir. How am I supposed to know that? Wait, no, no, no, no, no, no, no, no, no, no, no Hello Oh, come on! And now… All casting from the center of the universe! And the World Headquarters! Let’s go! Presenting the world’s only business school without the BS! With optometrist and entrepreneur Dr. Robert Seldner And of course, all business administration entrepreneur in the year in your ear! I’m the former U.S. SBA Entrepreneur of the Year, and I am joined here with a man who really needs no introduction. But you know, if he did need one it would sound something like this. This is a guy who went to NSU College. You know, very very humble beginnings. I believe he, you know, he walked there uphill both ways. Very complicated how he geographically got to school. Then he worked multiple jobs. He started out there washing dishes at Chiquita O’Brien’s. Then he starts his own business. He works for someone, he saves money, he delays gratification. He starts his own business called Dr. Robert Zellner and Associates. And then after 26 years, he became an overnight success story. Dr. Robert Zellner, sir, how are you? I’m great. I’m a little feisty today. Really? What has that? Well, because I just, you know, I didn’t get Oklahoma Joes for lunch today, which is always disappointing. Those burnt tins and baked beans. They’re sanctimonious. Which are certified the best in the world, by the way. They really are. They really are. But this week, as you know, last Sunday, they dropped HBO, dropped Game of Thrones, so I’m a little feisty. I had a watch party, and I’m kind of fired up. Can I just, the Thrivers out there, I mean, we’re talking today about customer service, but before we get into that, the Thrivers want to know, what does a watch party look like for you? Who’s there? What kind of accoutrements? What kind of decor? Are you burning pinion wood? Do you dress up? Do you guys still dress up like you used to? We’re in full regalia. We all ride horses there. We build a campfire in the middle of my living room. We’ve nearly burnt down the place. How many dudes? How many dudes are you rolling with? Well, actually, this last Sunday, we had, it was my brother and two of his sons, and then a few of the people that are normally there were like, kind of snuck up on them and they weren’t quite, you know, which is disappointing on multiple levels. Were there any people, and we won’t mention names, we’ll just mention the spelling of their name. How about that? So we don’t call anybody out. Is there anybody who was a talker, like you’re watching the show and they’re like, well, that’s the one rule. This is this is the part here. Oh, no. And you know, the guy who thinks the show is interactive, like, oh, watch out. Here we go. I’ve schooled on him. I’m in our seventh year now, so I’ve schooled on him pretty good about talking during the show. You’re not on speaking terms anymore during the show. Yeah, no, no. We phones off. No speaking. It’s, you know, it’s radio, radio silence. Let me give you the visual of what happens. Basically, everyone shows up at Z’s house. They all wear wearing hoods. They look like Obi-Wan Kenobi, that kind of outfit. They show up. No one speaks. No one speaks. They grab a seat, and then the show starts. And then they all leave, knowing that they have witnessed something so good it’s unspeakable. And everyone leaves. There’s not a single word. We pass around the chips and the dip. But there’s no commercial. This is serious. There’s no commercials. There’s no commercials. So really, there’s no even time to digest what’s happening, to break it down. It’s just hard hitting. It’s kind of like our show. It just comes right at you, this first segment. When the show’s over, do you guys just sit there in tears and just marinate on how good it was? I just cry. I normally just cry. I haven’t had a good 30 minute cry. And then we hug it out, then we hug it out, we’ve got to hug it out. And then we go, see you next Sunday. We’re like, no. Well, here is, this is why I’m beating you up on this. I’m asking you so many questions about this. Why I’m interrogating you so much, is because today we’re talking about generating viral word of mouth and a real deep dive into customer service. And what happens is there are companies, I want all the Thrivers to think about these companies real quick. Think about these companies. Think about Apple. Think about Zappos. Think about Southwest Airlines. Let’s think about Hobby Lobby. And we’ll go with Starbucks. Just think about those companies for a second. Okay. Boom boom. Hobby Lobby has generated a viral following. People love Hobby Lobby and the people who love Hobby Lobby would not set foot in Hot Topic in the mall. The people who go to Hobby Lobby would not go to Hot Topic and buy a t-shirt. It’s a general rule. What’s Hot Topic? It’s a store where they sell shirts with like Marilyn Manson’s face on it or or Kurt Cobain, you know, and they have questions like why did it have to happen you know stuff like that? Oh, yeah, and then the music playing overhead is like And then you go to Hobby Lobby, it’s uh you know it’s a she turned 13 today You know it’s a me grant Amy grant, baby, baby I mean that the Amy grants a little bit too risque for Hobby Lobby, but is she yeah once you went pop They’re out. I mean you’re done. Oh yeah, Michael W. Smith friends and friends forever. And so you’ve got to, if you’re listening today, you’ve got to know who your customer is. I’m going to pick on Coach Coward here. Coach, you have a basketball camp. Who is your ideal and likely buyer and who’s not? What kind of person listening today goes, oh man, you know the make and model. They would love to score basketball. What kind of families wouldn’t like to score basketball? Well, our main one is just soccer moms. That’s who we want to talk to, that’s who we want to market to, that’s who we keep in touch with, who we get to know. So that’s the person who would like doing business with you? Yes. Now, here’s an example and maybe I’ll throw myself out there. So here we go, Ryan. You would maybe, this is, you tell me if you’re offended by this, okay? Here we go. When I owned a DJ Connection, which I don’t own anymore, when I did own DJ Connection, I would only play edited music at proms, period. That was my deal. Edited music, if it wasn’t edited, I wouldn’t play it. But a lot of the proms in Tulsa don’t care. So I DJed for Metro Christian, and I also DJed for other schools. Now Metro Christian, I told my wife after going there for their prom, I said, the kids were so well behaved, I wanna send our kids there. Like, they did such a good job. But there’s other proms that I would not DJ for them at all, ever, because of their lack of standards. You know, so I lost business, but I also gained business. So does that make sense to you as a consumer that I, as a DJ company, reserve the right not to DJ for certain people? It absolutely does, and it amazes me that people don’t understand that. Sometimes you have a bad relationship, or they just rub you the wrong way, and you say, you know, maybe there’s a better company out there that’s more suited to do business with you, and they’re offended by that. Have you been to Disney World? Do you like it? I have been a couple of times and I don’t love lines. So don’t you didn’t like it? No, really you’re being real I appreciate you being authentic now coach Calvert. Have you been to Disney World three or four times? Did you like it? Yes, dr Z. Uh, did you did you like your last experience at Disney World? Overall, yes. Yes, you would go again Yeah, I’m sure when these days my grand when I my grandchildren get old enough. I will I will do do it again. Well here’s an example. Disney World does very well, but yet I personally as a consumer don’t get it, don’t want it, would never go back. You would have to pay me to go back, and I still wouldn’t want to go back. I don’t get it. How much do I have to pay you? I think for like $14,000 I would go. Is that like a whole week package? That could be the cruise and park combo? No, the cruise I could probably just go. On the cruise my wife would like that. But I’m a foot tapper. I don’t understand what we’re doing. People are like, we’re just relaxing. I go, I don’t get it. It feels like I’m on the surface of the sun, but it’s kind of wet. You know what I’m saying? Have you ever been to Orlando in the summer? It’s like you’re on the surface of the sun, but it’s wet. It’s like a swamp. It is a swamp. I know, it’s a drained swamp. It really is a swamp. That’s why it feels like a swamp. And then the people walk up to you and say, hey, would you like an ice cream? And I’m like, no, I don’t have $34,000 of spare change available to buy the ice cream. Everything’s expensive. It’s like $17. Wow! $34,000 for ice cream. Have you not gone to Disney World? Ryan, come on. Do you not definitely spend $17 on everything that tastes mildly okay? So first you spend a lot of money to get in, and then you spend a lot of money on all the other stuff. And then you’re in a big line. Yeah, and you’re in a line the whole time. We’re going, actually, to Universal Studios for the second time next week. And I’m so looking forward to standing in line for an hour and a half to ride a four-minute ride. So I’m going to tee this up. So if Disney World wanted to get my business, and this is the idea. I want you to think about your own business, Thrivers. If Disney World wanted to get my business, they would have to have the following rules. One, nobody else can be there. It’s like a very one-on-one thing. It’s just like me and my kids. Okay. Two, no lines, guaranteed. Well, if nobody else was there, there would be no lines. Three, relocate. It cannot be in Florida. It would have to be somewhere like Alaska. Wisconsin. Anywhere where there’s not a lot of sunlight, kind of overcast. Like Seattle. I could do Disney World over Seattle. Okay. All right, what are the rules? And that would be… That’s it. Well, I just think that those are… And again, I don’t ride rides because I get motion sickness, so you’d have to get rid of all the rides. You’d have to be more… Could you have some for the kids? No, because I’d have to wait in line with the kids, and that frustrates me. All I’m saying is, you couldn’t build a Disney World that would make me happy. So if you’re an owner out there, a business owner, and you’re trying to change your workflow to accommodate everybody, at a certain point it can’t happen. Correct. So your optometry clinic, as an example, I went there to get glasses, and I’m going to give you the good and the bad. Right here, live radio, unfiltered, here we go. Here’s the good. I’m sucking air in through my teeth. Here’s the good. I was promptly greeted by a very nice person, and I went through the entire process, and it was very, very nice. I checked out, I was out of the place in probably 30 minutes. They said, your glasses will be ready in a couple hours. I came back, they were. But I know there’s somebody listening here who would say, I would prefer to meet one on one with the optometrist himself for like an hour. I mean, there’s some people who want a spiritual connection with their optometrist. And your place to make it so, to offer the value that you offer, and the quality that you offer, and the price you offer, you just couldn’t have it where the optometrist meets individually and checks in each patient himself and does everything himself? Well, I mean, Ford kind of started this whole assembly line process. And what he found out is that if one person’s there and does all day long, puts in the widget inside the thing, and does zzzz, zzzz, zzzz, all day long, and you have people lined up to do that, it makes it more efficient and you can build more cars and you can have higher quality, actually. And so a lot of people are used to going to their small town optometrist. And they did it all. They helped you pick out the glasses. They helped you, you know, and I remember one time, you greet you and do all the prehistory. Hey, Karen, it’s good to see you. I’ll be with you in a minute. I’m sitting here with a Thompson kid, but I’ll see you in a minute. And so what happened was, one time I was walking the halls and a lady, a patient stopped me and I could tell she was a little frustrated. Oh yeah. And she just looked at me and she just said, this place is crazy. And I’m like, well, um, put down the ax, put down the ax. Give me that pepper spray. And then she said, this place is like, just like McDonald’s. And I said, well, I said, well, thank you very much. She thought she was giving me a, you know, complaint and kind of knocking me down a notch. And I said, well, I hope I can be just a fraction as successful as they are. You know, they open up a McDonald’s every 12 hours, somewhere around the country. It’s crazy. They’re some of the most profitable restaurants for their square footage and what they sell. And when you go to a McDonald’s, wherever you go, the fries are always great. So here you go, this is what happens, Thrivers. If you are, step number one for everyone listening, you have to know your niche. You need to write down what customer, what kind of customer, who are you trying to serve? You have to know your niche. Now once you know your niche, there’s going to be five kinds of customers that emerge if you just hold to your guns. There’ll be five. And Harvard did a case study on this called the service profit chain, and it breaks them into five categories. So category number one, if you hold the line and you deliver your Disney World quality, you’re going to have a terrorist. That would be me at Disney World. I’m not happy about a single aspect of it, and it’s just because all the things that everyone else likes are the things that I don’t like about Disney World. The second is a hostage, and that’s where you screw up and you irritate the customer, but the customer feels like they have to do business with you because you’re the only option. Third is a mercenary. This is a coupon chaser. This is somebody who’s only loyal to price. Doesn’t matter how good the service is, if they can find it ten cents cheaper somewhere else, they’re gonna do it. They’re gone. Now, the fourth category is a loyalist. This person loves your business, and they will go out of their way to shop from you. A quick trip. My wife and I will go out of our way to go to a quick trip because we’re loyal to the brand. However, a loyalist doesn’t promote your business. They just go there. They confidently, quietly, and consistently go there. And the final one is an apostle. And this is the unpaid evangelist of your brand who will market the heck out of you simply because they’re a talker and that’s the way they’re wired and they just love talking about the most recent movie they saw, who they voted for. And so on today’s show, Z, we’re going to be breaking down all of these different categories that exist out there, all these different niches, companies like Harley, Davidson, companies like the WCW. There are millions of people who love WCW wrestling and I don’t get it. I don’t understand why the rock is relevant, but people love him. I was just trying to figure out, I mean, you’re in your Disney World, you’re a terrorist. I don’t have like a sniper. You beat that Pluto. I just can’t chase it down. Mickey Mouse. I don’t really complain about it. Just people will say, how is it going? And I’m like, I just I’ve got to get out of here. I mean, I don’t like to know why. What are you doing? I had Dan McKenna ride the rides with my kids. I just I couldn’t handle it. I couldn’t ride the rides. I can’t do the lines. My name’s Clay Clark. I don’t like Disney World. You’re listening to the Thrive Time Show on your radio. Disney World is a great place, though. Ask yourself, Thrivers, what is he saying? Alright Thrive Nation, welcome back to The Conversation. My name is Clay Clark and you were just listening to Dave Matthews. And millions of people make pilgrimages all across the country going to all of his concerts. I went to college with a guy who went to every concert he could possibly go to. And I don’t know if he remembered any of the concerts, but he would go to the concerts and it’s certain I would ask him, what is he saying? What are the words? He’s, man, it’s not about the lyrics, man. It’s about the atmosphere. It’s about like, but he doesn’t eat. He’s he’s so baked when he performs. Sometimes he doesn’t even say words. He’s like, that’s part of it, man. It’s the new stuff. And but the thing is, there’s Dave. If you if you get Dave Matthews, you get Dave Matthews. Yeah. And if you don’t, you don’t. Yeah, exactly. And you’re you could be one of these five categories, even like with music. It’s the same same kind of thing. So that guy sounds like he’s an apostle for Dave Matthews. Yeah, so if you wanted to change Dave Matthews, I actually like Dave Matthews. I’m not an apostle, but I don’t… Are you a loyalist? I’m not even a loyalist. I’m a mercenary. You’re a mercenary. I go track by track. There you go. So number 41, I love that song. I’ll buy that song, but I’m not going to buy the whole album. I’m a mercenary. But if you’re loyal to your niche, so if Dave Matthews wanted to appease everybody… Ryan, do you like Dave Matthews? You a big Dave Matthews fan? I am a, you know, track by track. Okay, but you don’t, Coach Calvert, are you a big Dave Matthews guy? No, I’m sorry. Z, do you like Dave Matthews? I’m a track to track kind of guy, too. Okay, well here’s the thing is, I’m not just an all in. If Dave wanted me to buy his album, I would have to say, you need to enunciate the words on the song, because I don’t know what you’re saying, and I would get behind it. You know, I’m just like, wow, what are you saying? You know, but anyway, so he would have to change his whole style, but then he would lose his niche. And so what happens is you’re listening today and you don’t know your niche and you’re trying to be everything to everybody. It’s not going to win. But once you find your niche, you’re going to create these five different customer categories. And again, we’re going to go over them and I’m going to get Z’s feedback on this. This first one is the terrorist, as defined in the Harvard case study, the service profit chain. These are customers who have alternatives and use them. They utilize every possible opportunity to gripe and complain about the business. They basically are saying, listen, I don’t like the service I’m paying for. Herb Keller, the CEO of Southwest Airlines said this. He says, something that is entirely wrong that has almost achieved a religious, or what is it, religiosity. He says, the customer is always right. That is a betrayal of your people. The customer is not always right. So Herb Keller from Southwest Airlines, the CEO, the founder said, the customer is not always right. As an example, they do not do assigned seating. And he said, many people, usually one person a day, you know, if you’re a flight attendant, will be irate that they don’t do assigned seating. And he’s like, what do you do? You just got to do a different airline because we don’t do assigned seating. It works for us. Z, can you talk to me, if I’m listening today and I’m doing the equivalent of, I don’t do assigned seating because it saves money and the overwhelming majority of my customers like it, but one guy’s irate that I don’t do assigned seating, how should I handle a terrorist customer? Well, first of all, let’s take just a little half step back. A half step back. And for those of you listening out there, we know, according to Forbes, about 57% of you want to start and grow your business. And that’s what we’re all about. We are practical business steps and starting growing a business. And kind of just a little bit deeper look at it is that you’re going to say to yourself, oh, I’m going to start a business and I’ll never have a terrorist never because we’re gonna be rude Everybody well oh yeah, I’m gonna like it. Oh, yeah, we’re gonna make sure we don’t have one of those But I want to just show this is I’m gonna shortcut you you’re gonna have a terrorist what and your first one I’m trying to think back to my very first terrorist because I’ve been in business almost 26 years I’ve got a really hot one I like I want to hear your territory But the first one that comes at you and the first one that happens is a little overwhelming. It is. It’s like the first time you ever get sued. If you do get sued in your life, if you have a business and successful, odds are you’re probably going to get sued at some point. I love getting sued. Or at least be threatened to be sued. Phil, you’re somebody when you get that letter. Exactly. Hey! Yes! I’m somebody! The legal system. But your first terrorist, though, is very traumatic. It is. Clay, tell me about the time you had your first. Can you remember your very first terrorist attack? Yeah, I remember it. I’m trying to think back. I can think of some terrorists. I’m trying to remember my first one. There was a lady, and I won’t mention her name, but I’ll just give you the scenario. She’s very, very wealthy, lived in Jinx over there by the way, the yellow light flashes there. Yeah. Right off of 91st and the Jinx area. I can’t remember the name of this. Louisville. Louisville is the street. Nice area over there by the Jinx school. And she said, hey, I want to go ahead and book for my daughter’s birthday party. The daughter’s like 14 or 15. I said, sure. She goes, just like you did at my other daughter’s party where we had the pony and the cotton candy machine, they had a fire breather. True story. Fire breather. Wow. We’re going to do a carnival theme again. You were so good at the party. We want you to DJ. And I said, well, here’s the deal. Absolutely. We can take care of you. I’ve got a great team. But for life balance, at first I said, I am not personally available, but I’m going to have DJ such and such. And she goes, but you did my daughter’s party, and I need you. And I said, well, I just can’t. I’m already booked. She goes, I don’t know what you’re already booked for, but I know we have offered $600. And so for $1,800, you’re going to go ahead and do it. Oh, wow. And I said, I can’t. And she goes, it doesn’t matter about the cost. So if it’s $2,000, I really don’t want to go over more than $2,000. I’ve got a budget for the entertainment. And I said, no matter how much money you pay, I really respect you. You’re a great person. But my goal is to stay in good relations with my wife. And I no longer DJ, because I’ve DJ’d every single night, basically five to six nights a week. At the peak, Vanessa averaged out, it was five nights a week for an entire year, all 50 weeks. Like over 250 shows. I said, just for my life balance, I cannot DJ. And she goes, well, I tell you what, I will tell all of the cheer moms. It’ll be the end of your business. I am going to tell all of the cheer moms. And I said, please tell all the cheer moms that I’m sorry, but I need to meet. My husband and I need to meet with you. Oh, no. And I’m like 23, 24, and he’s a super wealthy guy, and I’m like, okay. So I find myself in the living room meeting with someone who’s not… It just gets worse. No, and he’s not my father, and he’s talking to me about, son, do you realize what you’re doing here? You’re throwing your reputation. Do you know who we are? And I’m like, I do know who you are. Get the fuck with the kids’ birthday party. So I did the party. Oh my gosh. Thus, sleeping on the couch. Terrorist wins. And it was a deal where like, yeah, and just as you know, I, I, I, and you know what, Z, I did that probably a hundred times, that kind of thing, where I just kept saying, I’m not gonna do it, okay, I’ll do it. And I ended up… You did it for me! Well, you came out of retirement for my daughter, but then again… But that was a rare, that was totally drop the mic zone. That went on two events since dropping the mic. And so again, if you try to bend over backwards, what happened was, is my family took the hit and these clients were happy. And so you’ve got to eventually just know your niche. You got to know if you’re Southwest Airlines and you have no bag fees and you have ticketless systems and you don’t do assigned seating, you’ve got to stick to your guns. And see, that’s a tough deal when you know your niche and you stick to your guns. It’s going to irritate somebody. It’s going to irritate somebody. And one of the things that can happen is that we get so busy and people come in and they don’t like how busy we are. But it’s kind of like, well, you know you’re in the right place. I mean, you just have to own whatever it is you’re doing. Whatever your policies are, you have to own them and you can’t be apologetic for them. I mean, Southwest Airlines says, hey, that’s our policy. We’re going to own it. And you can either sign up for it and come on board or not. That’s your choice. But don’t try to take all the good and then try to change the policies you think are not what you want. That’s not the way it works. Now at our next in-person workshop, we’re going to be breaking down the specific details of customer service. Go to and get your tickets for our next workshop. We’re going to walk you through the systems of building a world-class customer service system. However, even when you have a world-class system, you’re going to create some terrorists, some hostages, some mercenaries, some loyalists, and some apostles. When we come back, we’re going to be breaking down WCW wrestling and how it’s possible that people with a functional mind love it He is back! Hulk Hogan! He’s back! Boys, there are all the boys, I see him in that yellow. Look at him standing! Maybe I’m a little worried yet, I’m not. The red and yellow is back! Hulk Hogan is back! Dr. Z! Hulk Hogan is back! I know, I personally, see I remember personally sitting in your living room waiting for Hulk Hogan to come back. You and I were talking, we’re like, man, when is he coming back? See I remember personally sitting in your living room waiting for Hulk Hogan to come back. You and I were talking like, man, when is he coming back? When is he coming back? We had our do-rags on and our singlets and we were, you know, we were putting baby lotion on. I remember when you said, oil up Ryan, Hulk Hogan’s coming back. Get ready. No, but I mean, here’s the thing, you and I don’t watch WCW, but it’s a billion dollar business, and there’s got to be at least 5% of our listeners. Not this show. It’s probably other shows. But there’s at least 5% of the people out there who are watching this. It’s a billion dollar business. Are you watching a lot of WCW? Personally, I’m not. Is it WWE? There’s different acronyms for it. And they give away a championship belt like every weekend. Oh, I know. It’s crazy. It’s like WWF, total raw. It’s like it’s always raw or in a cage or oiled up or not oiled. I remember back, there was kind of a big controversy back in the day. Who was the guy that undid Hoffa’s grave and then there wasn’t anything there? The grave digger? No, what was his name, Geraldo? Geraldo Rivera. Geraldo Rivera. So he was going to do, he was going to uncover professional wrestling for what it was. And the dude beat the crap out of him during the interview. That was John Stossel. Oh, was that John Stossel? Oh, yeah. Did he really get slapped in the head? He did. He was talking about how it was fake, and the guy slaps him in the side of the head and goes, does that feel fake? And it changes to beat him up, yeah. Oh, no. It was awesome. It was awesome. That was real. It was Stossel, yeah. But he’s got like a, you know, a horon. Coach Calvert, we’re talking about customer service and how you want to stay loyal to your niche. And so before we offer some teaching moments, I want to know, how often are you watching professional turnbuckle wrestling there? How often do you watch it? I mean, I know you’ve tried to cut back, but how many nights a week are you watching it right now? I’m not the smartest guy in the world, so I try not to watch stupid stuff. I take my brain cells. Oh, don’t watch it? Do you watch it? Oh, absolutely not, no. No, let me tell you who did watch it. When I was going to college at ORU, the guys, what we’d do is we knew it was fake, but we would bet on it for fun. We’d be like, okay, I’m putting 20 bucks on the Undertaker or whatever. We’d put headbands on, we’d gather in the dorm room, and the whole idea was we would just talk about it all week. Like, dude, it’s the rumble in the… It’s always a rumble in the cage, or it’s the last time that the Gravedigger’s coming out of retirement. It’s his last time He’s coming back one more time Oh, yeah, and we would talk about the plot lines and who’s coming back and it we knew it wasn’t real But for some reason in our 21 year old minds, it was awesome Just the amount of steroids they were taking and just it was awesome I have a feeling you are probably a secret closet just big fan I probably have a I could get back into it right now. I mean, I tell you that. I could just, I mean, I would just pull that up right now and watch him. Is Hulk back? Is he back right now? Well, no, I just grabbed audio from, you know, fights I could find. I just thought, you know, but again, we’re talking about customer service. If the WCW changed or WWE or whatever it is, if world wrestling changed to make it where you could be a fan of it, Coach Calvert, what would they have to do? What kind of changes would they have to make it to make to make you actually want not to tolerate it But to want to watch it and to buy the shirts and to go to the be okay to watch these 270 pound six foot five Men wrestle each other what they have to do what kind of changes more oil more real Real and I used to love boxing I grew up watching Muhammad Ali so I love that kind of stuff, but more real, please Okay, now Brian would have to be more real for you? Yeah, I love MMA, mixed martial arts. See, and here’s why I don’t watch MMA or boxing is because it’s real, I can’t handle it. Like, I can’t handle it. Yeah, I love it. Especially when the women fight, I cannot handle that. I just can’t. There’s two guys that I applied for Elephant in the Room last year who are punch drunk, and they’re like, not 30, and their mind is no longer there. Sure. And I just can’t handle it. I can’t handle watching it. You’re saying that because of that, because they just got multiple blows to the head? I only have two people I know who played NFL long-term, and one guy, his hands look like they’re, like, it’s like he was a lineman for the Packers, and his fingers are just, every one of them is just destroyed. Mangled? Yeah, and I just think about the head getting hit that many times. It’s got to not be a good thing. We’re talking today, though, about knowing your niche. If you’re listening today and you are anything out there short of a chicken fighter, you want to stay to your guns. You want to stick to your guns. If you’re doing chicken fighting, cock fighting, you probably shouldn’t stick to your guns. It’s probably illegal. Absolutely. And last segment, of course, if you’re listening out there and you miss a segment or you miss something or you have to run into Oklahoma Joe’s, get lunch, or the truck stop filling up your car with fuel or whatever, you can always go on We put every show on there as a podcast. You can catch, you can rewind, it’s free, you can listen to it, you can subscribe to our channel, you can also share it with friends. If you say, I know somebody who is struggling with a terrorist right now, and a terrorist is defined from the Harvard study as the type, there’s five types, it’s a type of customer who are basically not happy no matter what you do. And they are just trying, not only are they being obnoxious about it, but they’re almost being mean about it. I mean, they are like, they want to ruin your business now. I mean, they want to take it to the next level. They’re just like, I’m never coming back. They’re like, oh no, I’m never coming back. And I’m going to do my best that nobody else ever comes back. And Harvard says the best thing you can do is let’s deal with it. Let’s put the fire out. That shouldn’t be more than about 5% of your customers. But know there are people out there that like to honk and then follow you in traffic. And they’re just angry. They’re likes to fight guy. Don’t pull over, don’t get into an argument with them, just placate them, move on. But the second category is a hostage. And one thing, let’s break down the terrorist a little bit more because someone may be out there going, okay, what does that mean? You’re just like, hey, placate them. That doesn’t mean give them whatever they want. You got to find a way to end the burn in a way that makes sense because you get 400 bad Google reviews from one guy. That’s not a move. That’s not a move. And what we would do is this, is we always try to get them out of the public eye, number one. Number one, we want to get them private. Put your shirt on, get over here in this room. Put the shirt back on. Put the pants on and get in. Put the pants back on. So what they would do is we’d get them into, we would, because they want to throw a fit in front of everybody. Absolutely. They want to throw stuff down, they want to cause a fit, and they want to do it in front of as many eyes as they can. Are you kidding me? Unbelievable. Unbelievable. So first thing first is you want to get them away from other people that are not terrorists. You don’t want them infecting anybody with their negativity. So we put them in an exam room and we let them calm down. Then I would catch as much of the story as I could and I would come in. And then one of the things you have to do with the terrorists is you have to listen to them because they’re going to want to vent. And Chick-fil-A came up with a system, by the way, called LAST, where you listen, answer, satisfy, trust. Step one is listen, and you have to let them. You can’t interrupt them. You’ve got to sit there and nod, give them eye contact. You can’t be sitting there texting someone while you’re listening to them. Let them talk. Let them get it all out, okay? A lot of times, I don’t even placate them. Yeah, a lot of times, I don’t take care of them. Because really, all they want you to do is, I want you to hear me, and I want you to understand what my problem is. This is a huge thing that someone here needs to learn today. I don’t know who it is, but someone’s listening today and you have made it your mission to right every wrong and to be right, and you end up being wrong by being right. So you have to stick to your guns as a niche, but you’ve got to let the air out. You’ve got to listen, Z. You’ve got to listen. And then just like last, the A stands for? Answer. Answer. Now what you have to do is you have to give them back an answer and you have to be purposeful in that, okay? And you have to own whatever it is because what will happen is a lot of times They’ll feel like they’ve got something egregious has happened to them, okay, and it’s it don’t argue with them that it didn’t happen They shouldn’t feel that way is not is not the way to handle that It’s not a move then you want to try to satisfy and you want to build some trust and we come back Thrive Nation We’re gonna be breaking down customer service as never before we’re going through the five categories of customers as defined by the Harvard Case Study Service Profit Chain. My name is Clay Clark, and you’re listening to the Thrive Time Business Coach Radio Show, because I am a business coach who is business coaching. Kaboom. And now, broadcasting from deep within the center of the universe and from the sprawling banks of the fabulously flowing Arkansas River, and from inside the legendary box that rocks, your ears are now experiencing audio excellence Passionately produced and created at the thrive 15 Shia of inspire from the magical microphones to your ears from Lord Zelda And his squire clay Tiberius Clark you are now listening to the thrive time show on your radio Dr.. Z. What do you think about this game of thrones intro? How you feeling? How you feel? Why are all my saddle better next time where’s my sword, Squire? Why do you have a sword on the show? It seems like an excessive prop. Very accurate. I need to get a sword in the box at Rocks. That would actually take the box at Rocks and notch it up a notch or two. Why did you sacrifice a horse for the show today? That seems a little excessive. I don’t know. I would never harm an animal, especially a horse. I might step on a beetle on occasion, but I would not harm a horse. You not showering to prepare for this show is very historically accurate of you. Well, I’m in character for Game of Thrones dropped this week. Game of Thrones, it’s one of your favorite shows. We’re talking about making this great customer service experience. Now I want to ask, can I ask the rude stuff that people can’t ask? Can I ask the rude stuff? Can I have permission to ask one rude question that maybe someone else wouldn’t ask you but I can ask you because I’m on the show? Absolutely, yes. Here we go. So Game of Thrones is a show, it’s like the most popular TV show right now, is it? The most popular show on, I think it’s one of the most popular, or at least highest grossing shows. It’s setting records. Wow, yeah. So Game of Thrones is very popular. Right, yes. But there are some people out there who go, I don’t like it. I don’t like it. Right, absolutely. I don’t like it, and I have problems with it, and I don’t like Harry Potter, and I have problems with it, and I don’t like people who like it. So Z, what are people who have problems with Game of Thrones, because again, it’s all about knowing your niche, step number one, know your niche, and then two, hold to your guns. What are maybe the problems that people have with Game of Thrones, and what are maybe some of the things where you go, you know what, I have a problem with A, B, or C, but you know at the same time I like the, I mean, because there’s trade-offs. I love NFL, I don’t like the guy behind me at the game yelling at my kids, but I like NFL. Right. So what are some of the grievances people have with Game of Thrones? Well, I think the thing about it is that, you know, anytime you see you’re around people, it seems like our culture is just kind of almost breeding this, this culture of being offended. I made a list this morning. I had to get offended about something and I’m just waiting. Exactly. And like some people get up in the morning, they go, okay, it’s not a whether I’m going to be offended today, but it’s going to be how many times it’s going to be. I’m going to be offended. Oh yeah. And, and how often I get to be offended and what I get to do and I’m going to be so offended that I am offended. Yeah. And then I’m going to try to, you know, offend other people because I’m offended. Absolutely. Or try to change other people or what they do or don’t do. Co-exist, man. Yeah, the thing about it is that if you don’t like something, then turn it off. Oh. If you don’t want something, then don’t order it. If you don’t want to be there, then don’t go there. So here’s… But don’t be mad at other people if that’s their choice. So here’s the terrorist, though. Here’s the terrorist. I have. I don’t like Game of Thrones, but I’m going to watch it with you and complain about it real time while you’re watching it. And tell you all the reasons why I don’t like it, and also give you strong arguments why you shouldn’t be watching it right now. So how do you deal with the terrorists? How do you deal with it? To educate the Thrive Nation. Well, we talked about it. We have an acronym called LAST, and we don’t usually use a lot of acronyms on here because if we worked for Tesla, we would be fired. Absolutely. I mean, you know. Absolutely. I’m sure they won’t let us in the building. Yeah, exactly. The last answer, you’ve got to listen, answer, satisfy, and then rebuild that trust, the T, the trust. Boom. And so the terrorist, the problem with the terrorist is sometimes, even though you do this, even though you lay over and expose your soft underbelly, you know, as far as a business is concerned, like, I’ll give you whatever you want, just please. Yeah, just take it. Don’t throw a rock through my window again. I swear, just take it. But every now and then you find that terrorist, and this happens, and it’s going to be kind of hard hitting and in your face, but every now and then you’ve got to red X them. Red X them. Back in the day, I’ve been in the optometry business game now for 26 years. 26 years. When we had paper charts. Back in the day, I can remember back when we had actual paper. And what we would do, we would physically, I could count on two hands. It was, I think, last count, maybe five or six people. And we would take out the chart, we would literally take a red magic mark and we’d put a red X through it. Why would you do that? And we would say, listen, you cannot walk onto my property ever again. And if you do, you’re trespassing and we will call the police. They’re that crazy. And they’re that, I mean, everybody likes to throw out the, oh, they’re crazy, you know, term a lot. But I’m talking, there’s some people out there that are just, for whatever reason, and for whatever, however it got there, it just got to the point of, you know, no matter what I do, you’re going to continue to be a terrorist for my business. That’s unhealthy. I say no to that. And now we’ve come to the tough thing of you’re gone bye-bye. I saw a paramedic a couple years ago, paramedics by the way 99.9 percent of you are incredible humans. I’m at Quick Trip and there’s a paramedic who just finished reading the paper and returned it. It was irate that the guy was like I want to return this and the guy was like okay was it was not printed well are you okay? Then the guy at QT was super cool and he goes no I just I’m done reading it I want to return it. And so he’s like okay well we typically don’t do refunds for people who’ve finished reading it. That’s why we sell it to you. And he’s like, That’s ridiculous! Are you kidding me? And he’s like, Hey, we’ll take care of it. Don’t worry. Grab a coffee too. You know what I mean? It was like, This is a crazy guy. I mean, who returns a paper? Some people will take advantage of it. One of the things you have to do too, and this is what happens. What happens, Clay, is this. You have your business, Business. And you get a terrorist. Yes. It blows your mind. It’s upsetting. The staff is rattled. Everybody’s rattled. Everybody’s rattled. It’s a very rattling experience. Like I said, they said negative things. They were using curse words. They were so mad. And really, nine times out of ten, it’s something going on in their life and they just want to take it out on somebody and you happen to be the business of choice for the day. Okay? So you’ve got to shake it off as best as you can. What happens then is a lot of business owners then say, you know what, we’re going to set new policies where we’ll never have a terrorist. Absolutely. Just radical changes. Radical changes. And the problem then is that if you’ve gone into a business before that treats you as if you’re going to try to steal from them. Correctamundo. And it feels just kind of bad. It does. I mean, one out of a hundred patients are going to come in or one out of a hundred clients or customers are going to come in and they’re going to have thievery on their mind. I’m just telling you. Thievery on their mind. Shammockery. And if you set all your policies and treat the other 99 as if you know, I’m going to set these policies in place, Clay. Right. And you know what? No one’s going to steal anything from me because we’re going to have, you know, like security guard following everybody around with like an Uzi, you know? Well, what you do is you airlock. You come with an airlock system. They walk in and you have a retina scanner. They walk in and hit 18 digits. And what you do is you put lava. If they have the pass code, they can walk over the lava. But it’s not like they go into the lava. For Game of Thrones stuff, maybe you just have instead of an airlock, you just have a moat. And you raise the drawbridge. You raise the drawbridge. It’s a system. And it’s a system that I know Coach Calvert at Score Basketball, he had toyed with. He thought, should I put in lava? Should I put in a moat? Alligators in the pit. That’s always a good move. Coach, you work with thousands of people. You work with thousands of customers. And this next level is a hostage. Now, I’m sure you’ve never messed up in your business. But a hostage is, the Harvard case study points out, that’s when you as a business owner have made a mistake. So you have made the mistake. It’s not the customer made the mistake, but you have made the mistake. What would be the tips that you’d offer for all the thrivers out there, if I know your business has never made a mistake? And just talk to me. I know my businesses make mistakes and yours don’t. But how would you recommend that the people get over it? How should the business owner deal with a situation where they make a mistake? First is don’t make excuses. You got to own up to it. No one wants to hear an excuse. I usually just say we blew it. It was our fault. We’ll make it right. So you’re just saying own it and fix it. Now, Ryan Myers, you guys have an impeccably high, impeccable, high standard quality when it comes to auto wraps. I’ve seen what you do. Right. You pride yourself on, you have great Google reviews, great feedback, a lot of really, really big time customers that are loyal to your brand. They’ll even use you guys to ramp buses. I mean, it’s a pretty neat thing, the auto ramps you do there at Outlaw Customs. But if you ever screwed up, and I’m sure you haven’t, but when other people screw up, what advice would you recommend when you’ve created a hostage who feels like, hey, look, you’ve screwed up. I mean, what advice would you offer? I agree with Coach. You’ve got to own it. The more that you try to, employees will try to blame someone else for the issue. At the end of the day, it’s our problem, and we’ve got to own it. And so as a business coach, that’s what you guys teach us. Absolutely. So you’ve got to tell me now, you guys, you rap, I mean, you’ve had to make an epic. There had to be one. Oh, sure. You spelt something wrong, you deliver it, the guy’s like, that’s how you spell my name, or I mean, it’s nothing happened. What’s the, what’s with the pop thing? Because I just, you know, we all enjoy knowing that. What’s fun is when my guys drive five and a half hours to wrap a bus, and they were given the wrong side of the bus, and it won’t fit on the other side of the bus because of doors or whatever. Or they wrapped the wrong bus. Oh, no. Not that either of those has ever happened. Or they thought it was red, that when you look at it in the sun, it was actually pink, and nobody wanted it. They don’t want a pink bus? I have a really funny story. It’s funny now because it’s far enough in the past. Yeah, yeah. The groom’s name was Lindsey and the bride’s name was, you know, a normal name like Michelle or something. But it was somebody on my team, it could have been me, we mistyped the file so it looked like Michael and Lindsey. And so I kept referring to the bride as Lindsey and the groom as Michael. Well that makes, yeah. And so, and I, and as a DJ, I prided myself on really getting excited. So I’m like, folks, how many people here think the bride is looking gorgeous tonight? Oh, oh, let’s hear it for the bride. Oh, Lindsey, let’s hear it for just, just beautiful. And people are thinking, and the groom thinks I’m mocking his daughter or mocking his son-in-law. And so, and I’m just like, oh, folks, unbelievable. And people are kind of clapping like reluctantly, like, okay, this guy’s, you know, kind of taking this joke too far. It just keeps happening. Now, folks, for the first dance, our beautiful bride, Lindsay, will be dancing with her beautiful boy. Anyway, I keep and I keep screwing it up. And then finally, he walks over with just this look of rage. And he’s like, man, his name is Lindsay. Her name is Michelle. What the and he just started loading. This is daughter’s wedding. Sure, he takes it. I had to own it, like Coach said, I had to go, you know what, I am so sorry, and I don’t know who typed the file, but I just said, it’s my fault, I personally screwed up, I will take care of this. And I had to hop on the mic and say, folks, if you want me to mispronounce your name or guess your weight, that’s what I’ll be here for all night, folks. And people kind of made a joke about it. At the end of the night, he came up and he said, hey, your whole guess your weight routine was shamelessly stolen from the jerk, but that was pretty funny, and thank you for making fun of yourself. And I’m like, hey, no problem, no problem, I’ll be here all night but that you sometimes you just have to own mistakes. My name is Clay Clark I’m a business coach when we come back we’re gonna be breaking down the science of world-class customer service right here on the Thrive Time Business Coach radio show. Get out the quad skates here we go come on Z get those quad skates. I want a denim jacket right now. Oh, come on now. Pop the collar. You’re going to pop the collar? Pop that collar? Yeah. Kind of half roll up the sleeve, little denim jacket. Oh, man. Maybe get some pinball going? Matching denim pants, you know? Oh, challenge your buddy to play you in a game of Donkey Kong. You know who gets the most points? Galaga, Stampede. Oh, yeah. Come on now. Now, Thrive Nation, we are talking today about the customer service experience, and specifically knowing your niche. And I’ll just give you a niche that blows my mind. I encourage everybody to do this today. Go on YouTube and type in Mission Beach Roller Skaters. Mission Beach Roller Skaters. Do it on YouTube. And my wife, who knows that I’m the kind of man who won’t go to Disney World, I cannot stand Disney World or as a general rule just vacations, but I can’t do it But I will go to Mission Beach and watch the roller skaters because these guys Can bring it and if you’re looking at it on YouTube right now You’re gonna see people probably their 40s maybe 50s And they still wear the quad skates because you can’t switch to the inline because when you switch inline What you’re doing is you’re getting to a place where you’ve lost the authenticity of the movement the movement there They are they’re they’re skating. It’s a movement. Z, can you cue up the audio of these people? I think the Thrivers need to hear this. When you get a chance to hear these guys, what they do is they go on the beach and they have routines where these people have practice. These are adults who are meeting at the beach and they’ve come up with some kind of cause now. Like they’ll raise money for a church. Here we go. Oh, what happened, Z? Oh, come on, yeah, crank that off. Look at that. These people are moving from left to right oh yeah come on look at the moves here Paul you should see this man this is Ryan you seeing this man this is hot right there this is happening right now you can’t wear you can’t wear inline you got to wear the quad baby all day long who makes those still I don’t know and so you go there to the beach and here’s the deal they got the music cranked up and you have to talk like this so what do you guys want to eat you guys want to get something to eat? Do you want some food? And they own it. You can’t stop them. That’s awesome. And I would just sit there. I’m not kidding. I’d sit there for hours. And Vanessa’s like, do you want to go walk on the beach? Nope. And I’m facing the opposite direction of the beach, just watching. And they know all the jams. They have a dance for every old school jam. You know that song, whip it, baby. Whip it right. Whip it, baby. Work it all night. They have one for that. And I’m going, she’s a bad mamma jamma. And I’m going, how do you have a dance for everything? And they all know the moves. It’s like, we’ve got to go to a country honky tonk and they have all the moves, you know, all the line dancing. I’ve been married a long time ago. Yeah, so if you’re listening right now, you’ve got to know your niche. And if you are on the beach in Mission Beach, this is what happens is these old guys walk up to them. I see this all the time. It’s mostly these older men in Mission Beach who walk up to the roller skaters. They do it and I watch it. They deal with one about one every two, probably one every hour or two an hour. I sat there for hours and watched them. The guy comes up, hey, could you turn it down? It’s a little bit loud. We’re trying to have a conversation. They’re like, absolutely not. And they just keep jamming on. Oh yeah. And they maybe even get louder. But people gather not because it’s quiet and music played at moderate levels. It’s because they’re adults who are wearing knee pads who have choreographed dance moves to quad skates. So Z, why do you have to stick to your guns when you know your niche? Why can’t those guys turn down the music? Well you just have to own it. I mean it is… I took a picture and you know they got on the knee pads, the elbow pads, the little padded gloves. Because you know you gotta be careful, you gotta have a train wreck with those things, you know. So if you’re listening right now to the show, once you know your niche, you’ve got to stick to your guns. Now here’s the problem. When you stick to your guns, you are going to irritate your non-ideal and likely buyers. So this is a thing for you. Please do not advertise to the wrong people. Please don’t do ads to people that aren’t going to appreciate what you’re doing. Please don’t invite the wrong person into your business because it just, it creates a weird zone. Now, even if you do that though, here’s what happens is, so now you’re starting to develop some loyalists, some people who are coming to the Mission Beach every week because they want to watch you skate. But now there’s mercenaries, and they’re like, the mercenary says, this is one of the customer categories, the Harvard case study breaks down. This is a person focused on, they’re kind of fair weather fans. They’re like, oh, if you play that song, I’ll watch it. I’ll go ahead and put some money in the bucket if you play my favorite song. Right, right. Request only. They’re Groupon people. They’re the coupon of the weak person. They’re loyal to Robert Zellner and Associates or Elephant in the Room. They love Elephant in the Room for the first dollar. The first haircut is only a dollar. Right. Now, the second one, if it’s not a dollar, they’re like, you know, I’m not going to go. I’m just going to go with whoever’s the cheapest. of trying to accommodate every possible mercenary there is. Walk us through the dangers of trying to accommodate everybody who is 100% emotionally only price sensitive. What are the dangers of that? Well what happens is, is that, and this is gonna sound kind of weird. Sounds weird. But the way human personalities work, the way humans work, is that very, very seldom is someone just all in one category and not in any other category. In other words, they can bounce, one person can bounce around a little bit in these different categories, all right? Because you use a coupon doesn’t mean you’re just a mercenary for the rest of your life. Because what will happen is, and what you want is, one of the things that we coach you up on, if you come to our in-person workshops, you can find out all about them at Thrive Time Show, and you can come, we teach you all the 13 moves. But one of the things that you’ll do is we say, we’ve got to make a no-brainer offer. No-brainer. Well, if you say to yourself, well, if the no-brainer offer is just going to attract a mercenary, okay, let’s think about this. No, a no-brainer offer is going to attract that component of them that goes, hey, that’s such a good deal, I can’t say no to it. And here’s a move. Here’s an example, Z. Sushi Wednesday. Oh, yeah, Sushi Wednesday. So I go over there to Sprouts, and I’m not a sushi buyer at Sprouts, I didn’t say, it’s Sushi Wednesday. I said, what does that mean? It’s $5. So I go, well, you know what, despite my sushi snobbery, I typically don’t buy sushi unless it’s like in the raw or something like that. So I said, you know what I’m gonna do? I’ll go ahead and try it out. I’ll try it out. It’s $5. It’s Sushi Wednesday. I go in there, and it is awesome. And now I don’t care if it’s Sushi Wednesday or Tuesday or Thursday if it’s a deal or not, but that no-brainer sucked me in But now I’m not price sensitive. Oh, you just walked right in my little trap. Thank you very much Clark oh, yes, so what happened is you appeal to that component of them? But then you wow them while they’re in there with the the great office setting you have That’s a good ambient music and the smell and the cleanliness the friendly staff Well trained to doing their job and now all of a sudden you you now you upgrade them from a mercenary to a loyalist. And so what happens is the music at Sprouts is always good overhead. Ryan, do you go to Sprouts? Are you a Sprouts guy? I’m not. I do all the shopping, but I don’t shop at Sprouts. Where do you go? Where do you go, you shopping snob? I know. Reesers. Whole Foods. Are you going to the one over there by Lynn Lane? Or which one are you going to? No, I’m a South Tulsa person. I’m going to 71st and Sheridan. You’re a total grocery snob. I am. You only go to the finest of the finest. Okay, now Z, will you step foot in a Sprouts or are you in the food snob game? Well, I’m going to go with it because they’ve got sushi with it. I mean, I’m going. I’ve got $5. Coach Calvert with Score Basketball, I mean, will you go into Reesers? Where do you shop, man? Whole Foods. Oh, see, this guy’s a total snob. Look at that guy. A total snob, yeah. Coach, have you always worn yoga pants? Is that the new thing? Unbelievable. I’m just joking with you, but seriously, the atmosphere. I love Sprouts. I love the people, and now I’m loyal to that brand. I go there all the time because the people are so nice. I go to the one in Broken Arrow. Very friendly, very nice. Great overhead music. And the guy’s making the sushi. He’s pouring his heart into it. This guy dreams of sushi. He actually dreams of sushi. Well I talk to him, he doesn’t speak English, he’s from some Asian country. And he has a franchise there. He’s authentic then. He’s authentic, no, and I just, I don’t understand what he’s saying, but I believe if translated to English, it roughly translates into, all I dream about is sushi. Wow. And I’m just like, that’s impressive that you, and I’m not prejudging, I’m just assuming that he’s passionate about his job in the way that I am, see. Because the way the food’s prepared. What, was it a roll or what was it? I just got me curious. Dude, they’ve got, they’ve got like the spicy roll. They’ve got, I mean, I, I mean, it’s a deal where I go every time I go there now, I don’t care what day it is, I get it. See, and that’s what they did. They turned you in from a mercenary into a loyalist. And some of them, I’ve realized recently, some of them are like $11, $12. And I’m like, well, it’s Sushi Monday. You know? So here, so here’s, here’s the next category. This is the loyalist. This is kind of the fun one. This is the loyalist. This is when somebody is so wowed by what you do that they come back. But here’s the problem. They don’t bring friends. And according to Harvard, the majority of humans out there, if you have 10 people, only about two people have within their DNA the desire to promote a business without being prompted. Like, only two out of 10 people go, man, that movie was awesome. That movie was so good. Z, you should see it. Let’s go again. Man, that restaurant was so good. They’re not natural promoters. It’s not within their genetic code to go out there and hop on Facebook and to promote the business. Z, does that make sense? Yeah, and part of that is because now all of a sudden they’re putting their credibility online. You know, they’re taking a chance of someone saying something negative about them. So many times, rejection and people saying, what are you talking about? That place is horrible. Now, all of a sudden, now you’ve got an argument. Now, you’ve got a thing that you’re like, why did I even bring it up? Why did I even say anything about it? Because the people look at you and go, sushi? Oh my God, sushi is horrible. What are you talking about? I mean, this is- Well, here’s an example. So, Ryan over there at Outlaw Customs, you have wrapped many, many vehicles of these. If you had to speculate, are you thousands, are you hundreds, are you seven? Just over 4,000. 4,000 vehicles you’ve wrapped? Yes. Really? Yes. Did you wrap most of them yourself? Or did you? I think about the first 25. OK. So now, why is it that most people won’t give you a Google review unless you ask them? Why do you think that is? I think we’re just pulled in different directions. My priority is not your priority unless I make my priority your priority? I’m going to put myself out there and see if you can help me here. I think it’s because as a human I am inherently selfish and I fight it every day. So here’s an example. I typically, I’ve become very intentional about this, but with my kids, they go to church and the people who work there, they volunteer at the church. They’re not getting paid, and that they’re volunteering, and they’re working with kids. Many kids are misbehaving, and I, for years, never said thank you. I just never walked up to someone and said, hey, I really appreciate you taking time out of your schedule to work with my kid and never get feedback. But now, you know, I’m a 36-year-old guy, I’d say probably like the last, I don’t know, 10 years, maybe eight to 10 years, I’ve been very intentional about being specific and walking up to the person and saying, hey, I really appreciate what you did today. Thank you for watching my kids. And they’ll usually say, hey, thank you so much. You’re the only person who’s ever said anything. Like I hear it all the time. They always will say that. Because humans, we just don’t naturally want to go around praising people. I mean, it just seems kind of a weird thing we don’t do it. Yeah, it’s unfortunate. And when you do it and you pass that forward, it just feels so good. It edifies people, builds them up, makes people, puts a smile on their face. And it’s a little, it’s the old school Google five-star rating that you gave them. That’s old school, really. Now, here’s what Harvard says here, Z, and I want to see if you, I want to see what you get your thoughts. I want to get Coach Calvert’s thoughts on this. Harvard says that if you’re happy with a service and you’re wowed, once you’re wowed, you’re beyond happy to satisfy just means you’re happy if you are well though they did so much more then they promised the company over delivered they rendered more service than you paid for even if you are pumped up you only tell five people but if you are irritated the average person will tell twenty people z why is that well i think it’s the emotion. I think the emotions that were drawn into, and I think whenever someone does anything out of their norm, it’s because they’ve had a little peek of that. And the thing about it is when you’re moved to be wowed, you’re more likely to say, well, that’s what I was expecting, somewhere in the back of your mind, you know? And when you get irritated with the business, that is not what you expected. Nobody wakes up and says, hey, listen, I’m going to go in today to a tire store, and I hope they just screw me over. I hope they overcharge me, don’t put the right tires on. They are rude to me. The place is dirty and filthy. No. You’re going someplace. You’ve already committed in your mind that you’re going to have a good experience, because that’s what we all go for. We have our hard-earned money, and that’s what we’re going for. That’s why it’s so hard to wow that person to where they’ll just do it organically without you stimulating it even more. You know what I’m saying? When we come back, Coach Calvert’s going to break it down for us, but here’s a little fun factoid for you. The service profit chain case study found that a 5% increase in customer loyalty can produce profit increases from 25% to 85%. You talk about moving the needle. Wow. The most selfish thing you can do is to wow your customers. My name is Clay Clark. I’m a business coach. Go to and book your tickets for the next in-person Two-day workshop. It’s a game changer. It’s a life changer, but we can’t help you If we don’t see you go to thrive and check check check it out So let me hear you good and loud all right Gary or two or three. Hey, we are two. Cubs fans unite, here we go. Everybody now. Oh yeah. Oh yes. Oh incredible late great Harry Carey singing the seventh inning stretch there at Wrigley Field. We’re talking today about making a great customer service experience, and you have to know your niche. Now, Z, you’ve been to a Cubs game. Yes, uh-huh. Now, the Cubs games, let’s break it down here for those of you who haven’t been to a Cubs game. First off, they rebuke technology. So they have a manual scoreboard that’s changed by a dude with his hands. He runs up and down flights of stairs to change the score. Balls and strikes. Why do they do it? Because they love the nostalgia, the ambiance. The place only seats 41,000 people. 41. And I just added, lights, not that long ago. They’re in Chicago. They could definitely have a bigger stadium. The bathrooms are straight old school. The lobby is old school. The dugouts are old school. It’s all old school. They’re old school brick wall. And there’s very limited seating in the outfield and left field because there’s a street right there, which is kind of part of the fun. But all I’m saying is they know their niche. Now if they did change Wrigley Field to accommodate what other people want, or if Major League Baseball changed the rules to accommodate me, do you know the kinds of changes Major League Baseball would have to have to make me happy? What they would have, I don’t know, what, bench fighting or something? No lines. One is that you would have a shot clock, and from the time the pitcher catches the ball, he’d have to throw the ball in 10 seconds. Period. And if he doesn’t throw the ball, the guy gets a base. That would be rule number one. Rule number two is that every time that the catcher or pitcher need to confer, the other guy gets a base immediately. So they have to talk about it again. But there’s a lot of bases going on. Right. And then I would have a deal where basically like when you’re up there, if you’re going to walk a guy, you know, I think they’re putting in that new rule now. I don’t know if it’s happened or they’re still debating it. But if you want to intentionally walk a guy, you just point at him and he gets it. You don’t have to throw the four pitches, that kind of thing. I would have all these crazy rules because I’m aggressive and I can’t stand watching. It’s like watching paint dry for me. But my dad loved the game. And if they would have changed it to accommodate me, he would not have been happy. And that’s what we’re talking about today, is customer service and knowing your niche. Z, does the game of baseball go fast enough for you? Do you like baseball? No, it doesn’t. And, you know, but I did, I mean, I went up to one of the World Series games when the Cubs were in it. Of course, they won it. I was up there sitting out in the bleachers at the game. And of course, they didn’t win that particular game that I was at, but they ended up winning the series. 108 years, it’s crazy, you know? 108 years. 108 years. But it was a lot of fun, I guess, if you’re in the moment, it’s a celebration of all that. But I mean, sit there and grind that season out, game in and game out, watching those games. As long as they take and kind of as boring as they are, it’s like they need to do something. Because the generation of baseball-loving people is kind of shrinking. I went to a Rangers game and I was sitting next to a fan, a season ticket fan, a season ticket owner, and I said, hey, honestly, how do you watch these games? You could tell he wasn’t that pumped up. He goes, what I do is every inning I have a beer, and by about the seventh inning, the game’s going really fast. I said, really? I was with him, and I had someone driving, and I thought, okay, let’s try him on this style of baseball. Let’s see if the game… And by about the seventh inning, it was a great… You’re dehydrated, it’s 107, you’ve been sweating, you haven’t eaten anything. You’re taking the… Yeah, hold on. That’s why Harry Caray was so drunk all the time. He just… Because you had to watch baseball all day. That’s how he got through it. Now, Thrive Nation, if you’re listening today, we’re talking about how to make a great customer service experience. And once you do that, you’re going to develop these things called loyalists. Now something is wrong with your business if at least eight out of ten customers aren’t happy. Something is wrong with the business if at least 8 out of 10 people aren’t happy. Now, Z, if somebody is happy, say you’re listening right now to the show and 8 out of 10 of your customers are not happy. Z, walk the Thrivers through. What kind of encouragement would you have? What advice would you have for them? Well, you better figure out what you don’t know, because you don’t know something. And that’s what’s so great about, say, for example, our in-person workshops or the fact that we want to apply to be your business coach. The fact that we have all the Thrive 15, all the videos that you can see online. We have the one-on-one business coaching. And then we have the in-person workshops. Because what will happen is you’ll sit there, you’ll watch business owners out there taking notes, listening, and all of a sudden you’ll see them light up and go, oh my goodness, I did not know I wasn’t doing that. I didn’t know that that was going to lead to problems. I didn’t know I needed to do fill in the blank. And a lot of times you know you don’t wake up in the morning and say hey I want to start a business. Now I want to have a business that doesn’t make anybody happy. That’s right. And I want to make a business that I get to shut down in less than a year. That’s kind of my goal. That’s kind of my goal. Open it and shut it. Open and shut. Kind of like a door. Like a door. It’ll be the door business. It’ll be like a door. Open and shut. Maybe I’ll make doors. Yeah. I’ll say shut the door. But nobody starts off the business with that mindset, and yet you can Google it right now. You can Google it right now, and according to Forbes, 80%, eight out of ten businesses fail. Fail. Oh! Now, Coach Calvert, if someone’s listening right now, and they’re saying, okay, wise guy, Coach Calvert, score basketball. Yes, you have a business that’s growing. Yes, you have a lot of good reviews. Yes, you’re making some money. What advice would you give for the listener out there who has a business that is unintentionally irritating customers consistently? Well, one of the things we did, because Dr. Z’s always saying, you don’t know what you don’t know, but we did a five-question survey. We wanted to know what parents were thinking, because if you don’t know what they’re thinking, you can’t correct it. And we found out a lot of interesting things, and then we made a sheet of all of those things, and we decided, are those things that we can change, can we add, or are those things that just aren’t. Like we had one person that said raise your roof. Okay, whatever. And I had another one that wanted more parking. Well, I can’t do anything about that, but there were other things that we could change. And so that really helped us just to see what people were thinking. So what was one thing you could change and you did change? We could hire another coach and get the classes smaller, which we did very quickly. Another one was just more shooting in the class because we found out what they wanted more of and less of and that kind of thing. Another thing was they wanted more competition where you could play more one-on-one and stuff. So we did that. So they’re very practical things. Now, Ryan, with your business, what are some ways that you’ve tried to make your customer experience the very best it can be over their outlaw customs? Well, Clay, meeting with my business coach and talking about the business coaching and and trying to figure out how we can make that as satisfying as possible. You know, it’s inconvenient when you’re without your vehicle for a long period of time. And so we will make the effort to come and pick up the vehicle, drop it off. We can’t really do loaner vehicles. Can you do a loaner scooter for the winter months? We will do a bicycle. I’ll gladly take you to the mall. Here you go, Carl. Just drive this. How about the quad skates? We saw the quad skates earlier. You can do quad skates. But yeah, we’ve got two sizes of quad skates. So if you fit in them, they’re yours. Look, I want to tell you this, Thrivers. If you’re listening right now, what we did in our workshops is we had a lot of people we talked to who said, man, I’ve been to seminars where I’m packed in there. It’s like a cattle call, and I don’t have a place to sprawl out. I can’t take notes. It just feels awkward. So we provided desks for you. We had Thrivers who said, hey, I love the online videos, but could you guys do a podcast because I’d like to listen to that while I’m driving. We’ve had people say, I really love the videos, but I want a one-on-one coach who knows the system and who can help me get through the system. And so we brought on more coaches. And the whole idea of Thrivers is that the more customers you serve, the more money you make. The more problems you solve, the more money you make. You want to listen to your customers, take the feedback, but know your niche. Don’t get out of your lane. Find your niche. Stick in your niche. And you want to wow your customers. When we come back, we’re going to talk about how to create these apostle customers, the customers that run around promoting your business without compensation. You’re listening to the Thrive Time Business Coach Radio Show. Making your way in the world today takes everything you’ve got. Taking a break from all your worries sure would help a lot. Wouldn’t you like to get away? Come on Thrivers, you know it. Sing along, here we go. Sometimes you want to go where everybody knows your name. Bop, bop, bop, bop. And they’re always glad you came. Remember Sam? Aw, Sam? Woody? Remember Woody? Diane? Norm? Norm? Yeah, Norm. Frazier? Who was… Rebecca? I think it was Rebecca. Am I making that up? I think there was Rebecca. I think there was a Rebecca. Kirstie Alley, was that Rebecca? Or what was her character? I don’t know. Coach, what was Kirstie Alley’s character from the show Cheers? Do you remember what Kirstie… No, I don’t remember. Okay, I don’t remember. Maybe she played the part of Cobra Commander. I’m not quite sure what it was. Okay, but the Thrivers, we’re talking today about knowing your niche. And one of the things I like that’s kind of fun as a unifying thing is when you play these songs and some of these, you play the WCW intro, there’s somebody listening going, that’s right, that’s Hulk Hogan. I remember when he came back when you played Cheers or someone listening going I watched Every Cheers episode I remember the final one there’s people out there who have these kind of cult followings mine was mash You liked mash. I love love mash really no no Z Did you ever watch Cheers was that a thing for you every now and then I wasn’t You know I was kind of more of a mercy if it was on and I you know I mean it wasn’t like I wasn’t Like an apostle in the sense of you know not only did I watch him I told everybody to watch it. I talked about the shows. I remember as a young man, there was a show that was on. It was Saturday Night Live. On Monday, if you hadn’t watched it, you were ostracized from the group at school. We had to talk about it. We had to react to skits. We had to laugh about them. That was my… You’re 22 or 27, something like that, but you’ve obviously been in business for 25 years, so the math is hard to figure out. But was Chevy Chase and Dan Aykroyd and those guys on when you were watching it? Yeah, Steve Martin and Bill Murray. Oh, Bill Murray. Yeah, it was kind of a wave, you know, kind of wave two or wave three or, you know, later on. Was John Belushi on during that wave? Yeah, John Belushi, yeah, John Belushi and those guys. And anyway, it’s just back. We’re talking about knowing the niche. Now here’s the thing is there’s family members that I have who don’t watch The Jerk. My dad and I used to watch The Jerk by Steve Martin. And the movie, there’s a scene in the movie where he’s celebrating the fact that he’s in the phone book. He’s like, the phone books are here! Oh yeah. Yes! And so this phone book delivery guy is like, you know, so sir, your phone book. He’s like, you know what this means? He’s like, what is it? It means I’m somebody! I’m in the phone book! And he’s just like crying and he’s so appreciative. And then he works for a guy at a gas station who’s totally taking advantage of him, but the guy says that he gets to live at the gas station. He’s like, really? And so the guy’s trying to open the door to show him the closet he can live in, but they’re walking through the bathroom to get there. And he’s like, there’s so much I could do with this room. I could move this over here. I could put my bed by the toilet. This is awesome!” And the idea of Steve Martin’s comedy was that he was, even as a stand-up comedian, his whole routine was based on him being oblivious to you. The idea was that he was this sincerely excited, dumb character. So he did stand-up comedy, he used to always brag on what great seats people had on the upper deck. Just like, oh my gosh, you guys, you’re so close to the heavens. This is unbelievable up there. You guys must have paid premium. That was the humor. There are certain people that I’ve watched these shows with. My dad and I would watch it all the time. They’re like, I don’t get it. Why is he excited about the phone book? Why would you be excited about the phone book? If you have to explain it, you realize you’re not in the niche. You’re not in the niche. You don’t get his humor. Or niche. Right, the niche. First off, if someone’s listening right now and they don’t know their niche. Let’s say they’re a comedian like Steve Martin, or they’re a comedian like Dan Aykroyd, or they’re a bakery, or they’re a basketball facility, something. And they’re struggling to find their niche, what advice would you have for someone who’s struggling? Because it’s hard to really develop a loyal following if you aren’t loyal to anything. Absolutely. Absolutely, and what I would give the same advice that Very very smart very rich very what you would say. I was the guy by the name of a bill could be William Gates Oh, Billy. Yeah, really daddy’s yeah He’s one of the richest guys in the world and when the first Advices he gives to a young man who wants to start his own businesses get a business coach And that’s what that’s our that’s our you know we don’t do you know this isn’t a political show. It’s not a cooking show We don’t do any home and garden. Oh, we’re not going to talk about… I was really going to get excited. There’s a lot of the new Daisy Daily. I thought you were going to break that magazine down. Our niche is business coaching, and we’re all here to give you practical steps and give you little pearls of wisdom in how to start and grow a business. Under that pretext, I’m going to assume that you’re wanting me to give advice to somebody out there that’s starting a business and maybe doesn’t know the direction. They’ve got a concept, but they don’t know the direction. Maybe they have direction, they just don’t know the steps to get to where they want to go. Get a business coach. And you might say to yourself, what? Yes, get a business coach because you don’t know, as Coach says, I always love to say, you don’t know what you don’t know. And it’s funny because a lot of times we’ll sit down with a young entrepreneur and we’ll say, okay, who’s your most likely customer? And they’ll be like, well, everybody is. Everybody. And so who… No, this is an example. There’s a thriver out there who has a drone company. It’s doing very well, by the way. It’s overdoing over… It’s on pace to do close to three quarters of a million dollars this year, in year number one. I thought it was illegal to clone somebody. Oh, you said drone. Drone, yeah. And here’s the thing is, the drone technology is awesome, but for what? Who’s going to pay for it? Who’s going to pay for the solution? Well, realtors are trying to get that competitive edge. They want to show houses and properties. And so through the process of trial and error and trying to sell it to commercial builders, trying to sell it to real estate agents, trying to sell it to businesses. Neighbors who just want to creep on their neighbors. Exactly. Hey, Bob, Bob, you want to see what the hikes are doing next door? Seems kind of weird, Marty. There’s always a drone over your house. So anyway, he found that commercial real estate agents and real estate agents loved the technology. But you have to go out there and try to find a niche and fill it. Find a niche and fill it. Ryan, I want to ask you, now that you sell auto wraps, how could you describe your niche? Who is Outlaw Customs? Who do you pretty much provide services for? What kind of people? Business owners that want to be seen more. They have vehicles, they’re driving around, their vehicles are either blank or they have very small cut lettering and they want to be big, bold and get in front of millions of people. Do you have a lot of 19 year old women who live in sororities that auto wrap their vehicles? Never had one. Do you have a lot of 18 year old dudes who are living with their parents as a senior in high school auto wrapping their vehicles? We’ve had a couple. Really? Sad story, yeah. Really? What’s sad? We had a kid whose mom worked two jobs. One was at Home Depot at night, so he could customize his truck and put the big wheels and spend $5,000 on a wrap for it. But he did the wheels, the bumpers, everything. What kind of wrap did he put on? I’m just curious now. He had no job, but his mom worked two jobs. Wow. Yeah, and so it was a Notre Dame wrap. Notre Dame? Yeah, and he was one of my two terrorist customers. Shocking. Okay, wow. So, if you’re listening right now, you have to know your niche, though, because if Ryan was spending advertisement dollars to focus on doing mass mailers to sorority girls, you probably wouldn’t make any money. You’ve got to know your niche. I know that’s kind of hyperbole and that’s an extreme example, but you have to know your niche because once you know your niche, then you can focus on wowing them. And when we come back, we’re going to get into the finer details of how to wow your customers. And that’s the thing I’m most excited to kind of end with today is specific steps on what you can do to wow a customer. Because once you start, Z, to wow your customers, you start getting word of mouth, you start getting referrals. And when you can start turning every customer into two more, you’re starting to grow virally, man. That’s exciting. Well, when you get to that point, it’s just explosive. It is explosive. You can only prime the pump and get so many mercenaries in there and get so many, you know, I mean, you don’t want hostages or terrorists, obviously. But when you get everybody out there, when you get an army of people walking around preaching the good news about your business, ugh, that’s hot. That is hot sauce. See, my brain just exploded. I’m going to have to go take a break here. We come back. We’ll be talking more about how to wow your customers here on the Thrive Time Business Coach radio show. I want to make you smile whenever you’re sad. Carry you around when your arthritis is bad. All I want to do is grow old with you. Dr. Z’s favorite artist, Adam Sandler, his favorite. Here we go. We’ll crank it up more for him. Get you medicine when your tummy aches. Build you a fire if the furnace breaks. It could be so nice. Here we go, see here’s the good part. Here’s the part you love. Here we go. I’ll miss you, kiss you, even let you hold the remote control. So let me do the dishes in our kitchen sink. Put you to bed when you’ve had too much to drink. Oh, I could be the man who grows old with you. I just respect him so much as an artist. Dr. Z, why do you love Adam Sandler so much? Can you break it down? I want to go to acting class where Keanu Reeves and Adam Sandler are the two guys that are teaching me the fine art of acting. No, it’s not that I did, I’ve never met him as a human, number one. No, first, and I know you have all the posters, you’ve got all the movies. I just think it’s like his character is just always this kind of whiny, kind of irritating individual that you’re like, I wouldn’t want to hang out with that person. You wouldn’t want to hang out with him? I’ll be just saying, as a general rule of thumb, the character he plays, now him as a person, I’m sure he’s a great guy, and I’m sure he’s a super, duper, duper dude. Can you say duper that many times? But, uh. You can, you can. Here’s the thing is, Adam Sandler in his career has sold an unbelievable number of tickets. I’m going to pull it up here during the show because it’s an insane number but there’s people out there who are, you’re either in or you’re out with Adam Sandler. Listen, every one of his movies is the same. It’s always the guy who’s kind of clueless and mildly retarded who’s out there trying. He’s not like at a Forrest Gump cool wave. No, he just, he’s clueless. He runs around with shorts on, can’t find his wallet the entire show, and he’s just kind of… Yeah, we all know a dude like that, and we say to ourselves, that dude I don’t want to hang out with. And then he’s chasing a girl who’s always way out of his league, and he always somehow interacts with professional athletes who are past their prime. So now John McEnroe’s in the movie, there’s 80s music, and then he ends with a moral that doesn’t really make sense. He didn’t know about the girl. He always has to explain it to the audience. He’s like, so what this means is that, and I say this because if you’re listening right now, you have to know your niche. And Adam found his niche was that if he just stayed in this, you know, character, that he could become what Forbes has named as one of the most overpaid actors for the second year in a row. That’s on Forbes. We quote Forbes. We quote Forbes. We’re a partner. You’re a business coach writer for them. What did your term they call you? You’re like kind of a big deal at Forbes now. I’m a member of the Forbes Business Coach Council. I want to find the total number of movies, the total amount of movies they’ve brought in. I know they’ve brought in over a billion dollars of sales now, but it’s a thing where Adam Sandler, you know, he knows his part, he knows his niche, he stays in that lane. So see, what kind of life changes would Adam Sandler have to make, or character changes, for his characters he plays, although he’s a great guy, what kind of roles would he have to take on to win over your, I mean, for you to buy his posters, for you to auto ship his DVDs. If he could get through one movie without using that annoying, high-pitched, whiny voice that he does, I mean, just one. If he could, okay, that’s step one. Just not the annoying voice. That would be one step. Two, it’s actually a movie that I care anything about, the subject matter or anything about the movie. And three, actually maybe have a… The problem is that he could never do a really serious role. And it goes back to the point of he shouldn’t change anything because what he’s doing is working. He’s made a lot of money. He’s got time freedom now. He’s had a success. And that’s the thing that you see what happens. A lot of people look at a business and go, oh my gosh, it’s so annoying. It’s so whatever. It’s just the worst. Oh, it’s just, no, Billy, what? I want to pick on Ryan here. I want to tap into Ryan’s rage. I want to see if he can relate to this. Now, again, Adam Sandler has generated over, it’s $4 billion in box office revenue, according to Fortune. So there’s a restaurant in Dallas, it’s called Dick’s Last Resort, where they make fun of you and are kind of verbally abusive to you as part of the idea, as part of the game plan. And I took a guy there after a bridal show in Dallas, he worked all week at the trade show all weekend, and he didn’t pick up on the theme that they are intentionally hostile towards you as part of the game, nor did I tell him yeah And so they put a hat on his head and they wrote something and they labeled on the hat something really offensive about him sure And then he ordered a beer and they brought and I said hey for your lady friend here I got him a little little cute little margarita. Hopefully enjoys that I put a little umbrella for it, and he got enraged sure so what? Those kind of restaurants bother you the ones that harass you or do you think they’re kind of funny? I want to hear your mindset here, okay? So what I don’t like is to go in and you have that waiter or waitress who tries to be cute and do that on their own. And then you ask for something, they pretend like they didn’t hear you or they intentionally get your, you know, I’m there for a purpose, not to make a friend. So please don’t make me repeat myself because you think you’re funny. Now Coach Calvert, I want to ask you there. Have you ever been to the restaurant where they throw rolls? Uh huh, yeah. Do you like that or does it drive you crazy? It didn’t really appeal to me that much. Really? If you’re in a tie, and it hits you in the tie, it’s bad news. My wife has had me on a diet for like 12 years. Oh, yeah. She didn’t let me eat bread anyway. Can I tell you what I do to my wife that’s hilarious every time? And just a little secret for me and you and the Thrive Nation out here. This is a little secret. Okay, a little secret. Every time that we go out to eat, if the mood’s just right, I mean, wrong, I’ll tell the waiter it’s her birthday, but she’s self-conscious and she just doesn’t, she doesn’t want people to know, but I want her to do the birthday thing, because I’ll kind of play it up, I’ll pull them aside, I’ll go, she really likes when people cheer for her birthday it’s just that she likes to be humble, like, no, don’t do it, but she really loves it, it’s like the highlight, so if you can bring out the full regalia. My wife would be so in trouble. And so I keep doing it at Los Cabos, they’ve got the guy who has the miniature trumpet. And every time I do it, I think it’s awesome, but she does not think it’s awesome. But I’m sticking in my lane, see, I’m sticking in my niche. You might want to give that a second thought. I pushed her past the threshold recently, so I’ve stopped now. I’m educating myself. You finally hit that gear? With your wife, you can eventually hit that gear. Well, I was discovering that I wasn’t wowing her the way I wanted to, but it was really funny for me. So if you’re listening right now and you want to wow your customers, this is what I want you to do. I want you to make a list of the following five things. And Zee, for the sake of time, you have to break them down kind of fast. The sights, the sounds, the smell. Let’s start with the big three. The sights, the sounds, the smells. Why do you got to get the sights, the sounds, and the smells right to wow those customers? Okay, go and do the DMV and do the exact opposite. Oh, okay. Just do whatever they’re doing in reverse. The opposite. Okay, got it. No, everybody wants a clean establishment. Nobody likes dirt and clutter. I mean, that’s just gross. We all know that. That’s just nasty, you know? Where’s my sandwich? Oh, there it is. And if you don’t have someone with a checklist to clean the bathrooms, and you know, bathrooms are one thing, that’s understood, but even, you know, everything, you know, the table with all the magazines on it, you know, make sure the magazines aren’t from, you know, 2003. This is a spectacular, this is a spectacular magazine. Oh my God, we landed on the moon. We put a man on the moon. Oh my gosh, wow, Bob Sagetson, wow, what’s he doing with Full House, that’s exciting. Oh, Robert Downey went into rehab. Unbelievable. Unbelievable. Charlton Heston’s in the Moses movie. This is exciting. This is exciting. So not only do you want it to be clean and new and fresh, and when people look around they see order, they see neatness because if you don’t take pride in it, nobody else will. Come on now. And so you want to make sure that you do like, like me when I pull up to my office, if I get out and there’s trash around the building, I’ll pick it up personally. So be intentional about the sights, the sounds, the smells. The next C is the overall customer experience, making sure the customers are treated like loved family members. And that’s why you have to mystery shop them. That’s the only thing you can do is mystery shop. Because I promise you, if you sit down with your employees on a daily basis, you sit them down and say, hey, part of our process of you leaving is we’re going to sit down and say, how did you do today? They’ll go, I did awesome. Did you upset anybody? Of course not. Did you do everything you’re supposed to do? Of course I did. Absolutely. I love everyone. I treat everyone like family. I mean, everyone did awesome. Except for the one that you saw. Except for the one. But the thing about it is you have to mystery shop them. You’ve got to pay someone, be intentional, have them go in there and put them to the test. Final move, checklists. You need checklists for all the routine stuff. Checklist manifesto. You’ve got to have checklists. You’ve got to have people and then hold them accountable for that and make sure they’re doing their check. It’s one thing to have the checklist. Yeah, it’s one thing to have that. And it’s another thing for people to actually do it. I remember you had an employee one time that was like, they pre-checked. They pre-filled out all the boxes. They wouldn’t forget to fill it out every night. Of the month. They’re like, dude, you don’t understand. It’s not about checking the checks. I’m going to be honest. I pre-filled them so I would not forget to do it because I realized I was getting fined for not turning them in. So I pre-filled them out. And I’m going, just unbelievable. Now, Thrive Nation, if you are listening today and you want to take your customer service game, your sales game, and really your time freedom and your financial freedom to the next level, you could learn from mistakes, or you could learn from mentors. And if you wanna learn from mentors, we have a daily podcast. You can download We have one-on-one business coaching that we can help you with. Third, you can go to and book your tickets for our next in-person workshops. It’s two days, it’s 15 hours, it’s a game changer, but we can’t help you unless you go also go to thrive 15 comm and sign up for The world’s most affordable and effective business school your first month is just a dollar I didn’t say doll hair. I said a dollar. My name is Clay Clark You’ve listened to the thrive time business coach radio show and as he has always like to end this thing with a bang and a boom So here we go my friend three two one The number of new customers that we’ve had is up 411% over last year. We are Jared and Jennifer Johnson. We own Platinum Pest and Lawn and are located in Owasso, Oklahoma. And we have been working with Thrive for business coaching for almost a year now. Yeah. So, what we want to do is we want to share some wins with you guys that we’ve had by working with Thrive. First of all, we’re on the top page of Google now. Okay, I just want to let you know what type of accomplishment this is. Our competition, Orkin, Terminex, they’re both 1.3 billion dollar companies. They both have two to three thousand pages of content attached to their website. So to basically go from virtually non-existent on Google to up on the top page is really saying something. But it’s come by being diligent to the systems that Thrive has by being consistent and diligent on doing podcasts and staying on top of those podcasts to really help with getting up on what they’re listening to right from there with Google. And also we’ve been trying to get Google reviews, asking our customers for reviews, and now we’re the highest rated and most reviewed Pest and Lawn company in the Tulsa area. And that’s really helped with our conversion rate. And the number of new customers that we’ve had is up 411% over last year. Wait, say that again. How much are we up? 411%. Okay. So 411% we’re up with our new customers. Amazing. Right. So not only do we have more customers calling in, we’re able to close those deals at a much higher rate than we were before. Right now, our closing rate is about 85%, and that’s largely due to, first of all, like our Google reviews that we’ve gotten. People really see that our customers are happy, but also we have a script that we follow. And so when customers call in, they get all the information that they need. That script has been refined time and time again. It wasn’t a one and done deal. It was a system that we followed with Thrive in the refining process, and that has obviously, the 411% shows that that system works. Yeah, so here’s a big one for you. So last week alone, our booking percentage was 91%. We actually booked more deals and more new customers last year than we did the first five months, or I’m sorry, we booked more deals last week than we did the first five months of last year, from before we worked with Thrive. So again, we booked more deals last week than the first five months of last year. It’s incredible, but the reason why we have that success is by implementing the systems that Thrive has taught us and helped us out with. Some of those systems that we’ve implemented are group interviews. That way we’ve really been able to come up with a really great team. We’ve created and implemented checklists. Everything checklist, everything gets done and it gets done right. It creates accountability, we’re able to make sure that everything gets done properly, both out in the field and also in our office. And also doing the podcast like Jared had mentioned, that has really, really contributed to our success but that, like I said, the diligence and consistency in doing those in that system has really, really been a big blessing in our lives, and also it’s really shown that we’ve gotten a success from following those systems. So before working with Thrive, we were basically stuck. Really no new growth with our business. And we were in a rut, and we didn’t know. The last three years, our customer base had pretty much stayed the same. We weren’t shrinking, but we weren’t really growing either. Yeah, and so we didn’t really know where to go what to do I had to get out of this rut that we’re in but Thrive helped us with that you know that they implemented those systems that they taught us those systems they taught us the knowledge that we needed in order to succeed. Now it’s been a grind absolutely it’s been a grind this last year but we’re but we’re getting those fruits from that hard work and the diligent effort that we’re able to put into it. So again we were in a rut, Thrive helped us get out of that rut and and if you’re thinking about working with Thrive, quit thinking about it and just do it. Do the action and you’ll get the results. It will take hard work and discipline but that’s what it’s going to take in order to really succeed. So I just want to give a big shout out to Thrive, a big thank you out there to Thrive. We wouldn’t be where we’re at now without their help. Hi, I’m Dr. Mark Moore. I’m a pediatric dentist. Through our new digital marketing plan, we have seen a marked increase in the number of new patients that we’re seeing every month, year over year. One month, for example, we went from 110 new patients the previous year to over 180 new patients in the same month. And overall, our average is running about 40 to 42% increase month over month, year over year. The group of people required to implement our new digital marketing plan is immense, starting with a business coach, videographers, photographers, web designers. Back when I graduated dental school in 1985, nobody advertised. The only marketing that was ethically allowed in everybody’s eyes was mouth-to-mouth marketing. By choosing to use the services, you’re choosing to use a proven turnkey marketing and coaching system that will grow your practice and get you the results that you are looking for. I went to the University of Oklahoma College of Dentistry, graduated in 1983, and then I did my pediatric dental residency at Baylor College of Dentistry from 1983 to 1985. Hello, my name is Charles Colal with Colal Fitness. Today I want to tell you a little bit about Clay Clark and how I know Clay Clark. Clay Clark has been my business coach since 2017. He’s helped us grow from two locations to now six locations. We’re planning to do seven locations in seven years and then franchise. And Clay has done a great job of helping us navigate anything that has to do with like running the business, building the systems, the checklists, the workflows, the audits, navigate lease agreements, how to buy property, how to work with brokers and builders. This guy is just amazing. This kind of guy has worked in every single industry. He’s written books with Lee Crockwell, head of Disney with the 40,000 cast members. He’s friends with Mike Lindell. He does Reawaken America tours where he does these tours all across the country where 10,000 or more people show up to some of these tours. On the day-to-day he does anywhere from about 160 companies. He’s at the top. He has a team of business coaches, videographers, and graphic designers, and web developers, and they run 160 companies every single week. So think of this guy with a team of business coaches running 160 companies. So in the weekly he’s running 160 companies. Every six to eight weeks, he’s also doing business conferences where 200 people show up, and he teaches people a 13-step proven system that he’s done and worked with billionaires, helping them grow their companies. So I’ve seen guys from startups go from startup to being multimillionaires, teaching people how to get time freedom and financial freedom through the system of critical thinking, document creation, putting it into, organizing everything in their head to building it into a franchisable, scalable business. One of his businesses has like 500 franchises. That’s just one of the companies or brands that he works with. Amazing guy, Elon Musk, kind of like smart guy. He kind of comes off sometimes as socially awkward, but he’s so brilliant and he’s taught me so much. When I say that, Clay is like, he doesn’t care what people think when you’re talking to him He cares about where you’re going in your life and where he can get you to go And that’s what I like the most about him He’s like a good coach a coach isn’t just making you feel good all the time a coach is actually helping you Get to the best you and clay has been an amazing business coach through the course of that. We became friends My I was really most impressed with him is when I was shadowing him one time We went into a business deal and listen to I got to shadow and listen to it. When we walked out, I knew that he could make millions on the deal and they were super excited about working with him. He told me, he’s like, I’m not going to touch it. I’m going to turn it down because he knew it was going to harm the common good of people in the long run. The guy’s integrity just really wowed me. It brought tears to my eyes to see that this guy, his highest desire was to do what’s right. And anyways, just an amazing man. So anyways, impacted me a lot. He’s helped navigate. Anytime I’ve gotten nervous or worried about how to run the company or, you know, navigating competition and an economy that’s like, I remember we got closed down for three months. He helped us navigate on how to stay open, how to get back open, how to just survive through all the COVID shutdowns, lockdowns. I’m Rachel with Tip Top K9 and we just want to give a huge thank you to Clay and Vanessa Clark. Hey guys, I’m Ryan with Tip Top K9. Just want to say a big thank you to Thrive 15. Thank you to Make Your Life Epic. We love you guys, we appreciate you and really just appreciate how far you’ve taken us. This is our old neighborhood. See? It’s nice, right? So this is my old van and our old school marketing. And this is our old team. And by team, I mean it’s me and another guy. This is our new house with our new neighborhood. This is our new van with our new marketing and this is our new team. We went from 4 to 14 and I took this beautiful photo. We worked with several different business coaches in the past and they were all about helping Ryan sell better and just teaching sales, which is awesome, but Ryan is a really great salesman, so we didn’t need that. We needed somebody to help us get everything that was in his head out into systems, into manuals and scripts and actually build a team. So now that we have systems in place, we’ve gone from one to 10 locations in only a year. In October 2016, we grossed 13 grand for the whole month. Right now it’s 2018, the month of October. It’s only the 22nd, we’ve already grossed a little over 50 grand for the whole month and we still have time to go. We’re just thankful for you, thankful for Thrive and your mentorship, and we’re really thankful that you guys have helped us to grow a business that we run now instead of the business running us. Just thank you, thank you, thank you, times a thousand. The Thrive Time Show, two-day interactive business workshops are the highest and most reviewed business workshops on the planet. You can learn the proven 13-point business system that Dr. Zellner and I have used over and over to start and grow success. We’re just thankful for you, thankful for Thrive and your mentorship, and we’re really thankful that you guys have helped us to grow a business that we run now instead of the business running us. Just thank you, thank you, thank you, times a thousand. The Thrive Time Show, two-day interactive business workshops are the highest and most reviewed business workshops on the planet. You can learn the proven 13-point business system that Dr. Zellner and I have used over and over to start and grow successful companies. When we get into the specifics, the specific steps on what you need to do to optimize your website, we’re going to teach you how to fix your conversion rate. We’re going to teach you how to do a social media marketing campaign that works. How do you raise capital? How do you get a small business loan? We teach you everything you need to know here during a two day, 15 hour workshop. It’s all here for you. You work every day in your business, but for two days you can escape and work on your business and build these proven systems so now you can have a successful company that will produce both the time freedom and the financial freedom that you deserve. You’re going to leave energized, motivated, but you’re also going to leave empowered. The reason why I built these workshops is because as an entrepreneur I always wish that I had this, and because there wasn’t anything like this, I would go to these motivational seminars, no money down, real estate, Ponzi scheme, get motivated seminars, and they would never teach me anything. It was like you went there and you paid for the big chocolate Easter bunny, but inside of it, it was a hollow nothingness. And I wanted the knowledge, and they’re like, oh, but we’ll teach you the knowledge after our next workshop. And the great thing is we have nothing to upsell. At every workshop, we teach you what you need to know. There’s no one in the back of the room trying to sell you some next big get rich quick, walk on hot coals product. It’s literally we teach you the brass tacks, the specific stuff that you need to know to learn how to start and grow a business. I encourage you to not believe what I’m saying, and I want you to Google elephant in the room. Look at Robert Zellner and Associates. Look them up and say, are they successful because they’re geniuses or are they successful because they have a proven system? When you do that research, you will discover that the same systems that we use in our own business can be used in your business. Come to Tulsa, book a ticket, and I guarantee you it’s going to be the best business workshop ever and we’re going to give you your money back if you don’t love it. We’ve built this facility for you and we’re excited to see it. Hey, I’m Ryan Wimpey with Tip Top K9 and I’m the founder. I’m Rachel Wimpey and I am a co-founder. So we’ve been running Tip Top for about the last 14 years, franchising for the last three, four years. So someone that’d be a good fit for Tip Top loves dogs, they’re high energy, they wanna be able to own their own job, but they don’t want to worry about, you know, the high failure rate. They want to do that like bowling with bumper lanes. So you give us a call, reach out to us, and we’ll call you. And then we’ll send you an FDD, look over that, read it, fall asleep to it, it’s very boring. And then we’ll book a discovery day, and you come and you can spend a day or two with us, make sure that you actually like it, make sure that you’re coming up with something that you want to do. So an FDD is a Franchise Disclosure Document. It’s a federally regulated document that goes into all the nitty gritty details of what the franchise agreement entails. So who would be a good fit to buy a Tip Top K9 would be somebody who loves dogs, who wants to work with dogs all day as their profession. You’ll make a lot of money, you’ll have a lot of fun, it’s very rewarding. And who would not be a good fit is a cat person. So the up front cost for Tip Top is $43,000. And a lot of people say they’re generating doctor money, but on our disclosure, the numbers are anywhere from over a million dollars a year in dog training, what our Oklahoma City location did last year, to 25, 35 grand a month. To train and get trained by us for Tip Top Canine, to run your own Tip Top Canine, you would be with us for six weeks here in Tulsa, Oklahoma. So we’ve been married for seven years. Eight years. Eight years. So if you’re watching this video, you’re like, hey, maybe I want to be a dog trainer, hey, that sounds super amazing, go to our website,, click on the yellow franchising tab, fill out the form, and Rachel and I will give you a call. Our Oklahoma City location last year, they did over a million dollars. He’s been running that shop for three years. Before, he was a youth pastor with zero sales experience, zero dog training experience before he ever met with us. So just call us, come spend a day with us, spend a couple days with us, make sure you like training dogs and own your own business. Well the biggest reason to buy a Tip Top K9 is so you own your own job and you own your own future and you don’t hate your life. You get an enjoyable job that brings a lot of income but is really rewarding. My name is Seth Flint and I had originally heard about Tip Top K9 through my old pastors who I worked for. They trained their great Pyrenees with Ryan and Tip Top K9. They did a phenomenal job and became really good friends with Ryan and Rachel. I was working at a local church and it was a great experience. I ended up leaving there and working with Ryan and Tip Top K9. The biggest thing that I really really enjoy about being self-employed is that I can create my own schedule. I have the ability to spend more time with my family, my wife, and my daughter. So my very favorite thing about training dogs with Tip Top K9 is that I get to work with the people. Obviously I love working with dogs, but it’s just so rewarding to be able to train a dog that had serious issues, whether it’s behavioral or whatever, and seeing a transformation, taking that dog home and mom and dad are literally in tears because of how happy they are with the training. If somebody is interested I’d say don’t hesitate make sure you like dogs make sure that you enjoy working with people because we’re not just dog trainers we are customer service people that help dogs and and so definitely definitely don’t hesitate just just come in and ask questions ask all the questions you have


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