You Must Create a Unified Database

Show Notes

Looking for an organized way to track your customers? In this episode, we deep dive into a customer management system with business coach Clay Clark. Stop losing track of which customer needs follow-up behind features and get organized now!

Step 46 – You Must Create a Unified Database (if you already have it, we must organize it into the following categories)

  • The Recommended Customer Relationship Management Software for Small Business Owners
  • AMPLE EXAMPLE – Hubspot –
      1. This company offers a completely functional customer relationship management software that is free for users (business owners) which allows you to actually organize and track your customer contacts and your sales pipeline. There are upgradable versions and pricing options available.
      2. NOTABLE QUOTABLE – “Seeming to do is not doing.” Thomas A. Edison.
  • Startups and Companies Under $1.5 Million Per Year In Sales, I Would Recommend Using a Basic Google Spreadsheet to Organize and Keep Track of Your Customers
      1. If you can’t sell your business goes to hell.
      2. You must put a bias on staying on top of all of your leads all of the time until you reach the “tipping point” when the market is chasing you.
  • Not All Customers Are Equal and Should Be Treated Equally So You Should Always Track the Following Fields for Your Customers:
  • Apostles – The top 10% of your customer based who loves and promotes you.
      1. NOTABLE QUOTABLE – “Being nice to people is just 20% of providing good customer service. The important part is designing systems that allow you to do the job right the first time. All the smiles in the world aren’t going to help you if your product or service is not what the customer wants.” – The Service Profit Chain – James L. Heskett, W. Earl Sasser, Jr., and Leonard A. Schlesinger
  • Loyalists – The middle 70% of your customer base that supports you and what you are doing, but will not actively promote you.
      1. NOTABLE QUOTABLE – “A 5 percent increase in customer loyalty could produce profit increases from 25 percent to 85 percent.” – The Service Profit Chain – James L. Heskett, W. Earl Sasser, Jr., and Leonard A. Schlesinger
  • Mercenaries – Customers that are only loyal to whomever has the lowest prices as the time.
      1. NOTABLE QUOTABLE – “Mercenaries are those that switch service suppliers to obtain lower price even though they may have high satisfaction.” – Putting the Service-Profit Chain to Work – James L. Heskett, Thomas O. Jones, Gary W. Loveman, W. Earl Sasser, Jr. and Leonard A. Schlesinger
  • Hostages – People that hate you because you messed up and never made it right with the.
      1. “Hostages are dissatisfied, but have few or no alternatives.” – James L. Heskett, Thomas O. Jones, Gary W. Loveman, W. Earl Sasser, Jr. and Leonard A. Schlesinger
  • Terrorists – People that hate their spouses, the country, the weather and your business.
    1. NOTABLE QUOTABLE – “Avoid creating terrorists: customers so unhappy that they speak out against a poorly delivered service at every opportunity. Terrorists can reach hundreds of potential customers. In some instances, they can even discourage acquaintances from trying a service or product.” – Putting the Service-Profit Chain to Work – James L. Heskett, Thomas O. Jones, Gary W. Loveman, W. Earl Sasser, Jr. and Leonard A. Schlesinger
    2. NOTABLE QUOTABLE – “Southwest Airlines, the paragon of good service, also fires customers, especially if they are drunk or unruly. It doesn’t just put them off its plane, it tells them it never wants to see them again.” – The Service Profit Chain – James L. Heskett, W. Earl Sasser, Jr., and Leonard A. Schlesinger
  1. ACTION ITEM – Gather your database of customers (hopefully non-terrorists and hostages).
  2. ACTION ITEM – Each month send a marketing text to your Apostles and Loyalists
      1. Use
      2. Use very little text
      3. Include a link to your website
    1. Each month send a marketing voicemail to your Apostles and Loyalists
      1. Use
      2. Use very little text
      3. Include a link to your website
  3. Downloadables
Business Coach | Ask Clay & Z Anything

Audio Transcription

Want to attend the legendary drive time show business conferences for free, subscribe on itunes leave. It objected review and send his confirmation at info at thrivetime show.Com to claim your tickets want to live in a van down by the river, come by and see us at our riverwalk offices and will be able to make your dreams come. True alright, tribe, nation, welcome back to another podcast edition of the thrive time podcast and the thrive time. Radio show up I’m following up with the people in portland, yeah and I was told that we should know something this week. Yes, so I’m hoping that means that we’re moving forward. So if you are listening today from portland as a result of her in the podcast I’m excited for you. But if you don’t want me right now and you’re not hearing the show, then you’re, obviously not here in my commentary, but I’m excited to be on the a.M. Radio dial in portland. It looks like that should happen, but we’ll see we’ll see, I don’t get too excited hey. So this is what happens when you’re an entrepreneur there’s.

So many things are excited about. So you say you know:i don’t want to get too excited about growing my new business, but then you have things that you’re not excited about all like lame business conferences and there’s no energy to want to do it and one of those things is creating a unified database or if you already have it organizing it that people don’t want to do martial. But you absolutely have to at a certain point, organized how you’re going to organize the data. You have to find a system that you’re going to use it so I’m going to recommend for all the people out there, a system for organizing your leads, your customers and that system I would recommend, for you is called hub spot and you would say to me:what do you use hotspot? Yourself. I was absolutely not. He said why and I said, because for elephant the room, we have a program called zeno d, z, n, o t i, and it is designed just for us and just for the franchise. What is a small business owner when you need to have a functional customer relationship management software, where you can keep track of your jersey? Your buyers and who you sold to and who you haven’t, sold two and invoices and I would recommend hubspot, because the company allows you to have a life free version. You can try out and then, when you do want to upgrade to a paid version, you’re not going to be spending thousands of dollars a month in business conferences,  marshall, you’ve seen clients that have come to you and they’re spending thousands of dollars a month on a customer relationship management software that nobody can figure out in front of our people aren’t using most people right now that are listening to this. Your crm is the reason why you’re not selling anything,, so people can hide behind the digital clutter they they can. They can look like that. Your sales team can look like they’re making sales calls, it can seem like they’re doing action, because salesforce prompts them everyday or because, whatever program you have has emma automated drip campaign, thomas edison said seeming to do is not doing so. This is what all the crms the advanced features, the upsell the upgrade.

This is what they’re designed to do is to try and automate this human interaction of physically picking up the phone and calling somebody and so most business owners if your business is under 1.5 million dollars in sales, all you got to do is just create a spreadsheet of three columns. Three things that are important number one is their name number to their phone number and number three of their email address and just call that list still people by cry or die. That’s it. That is just that. That is the business conferences system and it’s a simple system, but that’s how you can go through review follow-up. Did this person did this person not book? What is the status of this lead, but everything else is just a distraction away from have they bought or have they not purchased? So what you have to do is you have to do you use the software? You use the software the whole point of using that software is to essentially have a way to track. Your leads in to stay in touch with your ideal unlikely buyers to push them posted them through the sales process. What happens is if you’re, not careful, the software becomes a a thing that your sales people can hide behind, and they could pretend that they’re doing work at marshall. You’ve seen this with a chiropractor. We worked with where everyone on the team would act like they’re calling the leaves, but they weren’t in the only way for the business owner to discover if they were calling their leads or not was to actually get rid of the technology in to say, I want you to try me to print off the business conferences leads and write in the top left corner of every lead when you called them last and what happened during the last conversation and I want those physical papers on your desk. When you leave work and when you get to work every single day, but if you don’t have a system that works building, a software will not make it easier for you for the more. You cannot delegate the implementation of software. So if you’re going to have a software that your team uses you as the owner have to know how to use it better than anyone else is right. You have to know how to use let that sink in the. What does that mean that say? Well, I’m going to hire darren and erin’s a new employee he’s going to help us get the software up? You can’t have to get your team to running the software if you don’t know how to use it.

How many technology used in a business is that automation applied to an efficient operation will magnify the efficiency ii? Is it automation apply to any ficent operation? Will magnify the inefficiency? What this means is that, if you’re not making calls getting a crm is not going to make the cost for uic medical companies all the time, they’ve created a software that you’re starting to use it supposed to remind them of billing people and I’m, not exaggerating, then there’s a cosmetic surgeon. I was working with who literally was owed almost a million dollars, because the song, where was dripping out, invoices when they’re due and when they need to be paid and sending it to the insurance companies in the person, was just never collect it and they’re, like all the software saying right now that we were owed this much for this much is coming in or accounting l diesel fancy pie, charts that show accounts receivable I’m telling you you have to know the software. If you’re going to implement that now, there’s one more feature of the software that you should use. If you do switch to a program like hubspot or some kind of customer relationship management software, it should allow you to track your customers and distort them into 5 categories. There’s five categories that you want to sort your customers into I’ll read them off here, for this is from the service profit chain. The harvard case study on what makes companies successful.

You want to sort your top 10% of your customers and call them as apostles the people that love your business conferences company and promote it to people. Those are called apostles. The second group is called loyalists, loyalist or people that buy from your company often, but they don’t really promote you to other people. The third group is mercenaries and that’s about 10% of your customer base. Lizard people that really switch service suppliers to obtain lower prices, even if they have a high level of satisfaction with your company, then that next group is hostages and you’re doing something wrong if more than 5% of your customers are hostages. But that means where the people are dissatisfied with your company, but they have few other alternatives in the final is terrorists. These are people that hate their spouses, hate their country, hate the weather and hate you and your business, and you do not want to market to these people on an ongoing basis, and that is what a crm program should do for you and your business. And if you have anymore questions about what to do or how to set up a crm, we have workshops where we can teach you how to do it and your business coach and also help you implement a crm in your weekly business coach meetings.


Let us know what's going on.

Have a Business Question?

Ask our mentors anything.