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February 2018 FEBRUARY 2018
A newsletter for service business owners who want more wealth, freedom and market domination. World
INSTANT BUSINESS SUCCESS FROM JAY ABRAHAM, ‘THE 9.4 BILLION DOLLAR MAN’
Did you ever see the movie “The Matrix”? You may recall the main character from that popular movie, played by Keanu Reeves, was able to almost instantly “download” information into his brain about kung fu or flying a helicopter. Wouldn’t it be nice to get that kind of instant download of insight, strategies, and secrets for your business? What kind of effect would it have on your business and life if you were injected with millions of dollars of new insight and strategies in a very short time? Look, I get it. As business owners, we get caught up in the urgent tasks. It’s easy to run from one crisis to another — from one urgent matter to another. It’s easy to feel overwhelmed chasing opportunities and trying to fix things that seem like they aren’t working. But what if you could download massive, game-changing business advice in mere moments? That’s what happened at our recent Service Business Edge event, which was held at the CEO Warrior headquarters in East Brunswick, New Jersey, on Feb. 6–9. Service Business Edge is normally four very intense days of business strategies. And this time, we raised the bar even higher. We were joined by Jay Abraham, who is one of Forbes magazine’s top-five business coaches. He’s also called “The
9.4 Billion Dollar Man” as a testament to the financial effect he’s had on tens of thousands of businesses all around the world. At Service Business Edge, attendees heard him speak on day two and day three, as he shared his best insights on business growth. Attendees were riveted by him, and many recorded videos and wrote pages upon pages of notes. (You can go to Facebook.com/mikeagugliaro and scroll to Feb. 8 to see some of these videos.) There’s no way we can cram in the millions of dollars of value that he shared, so we’ll just give you a couple of highlights, which can change the game for anyone who reads this. There is plenty more that we didn’t have room to share. On day two, Jay spoke at the event and gave some amazing insight, including the three ways to grow a business. Frankly, that information is so golden that I don’t have room to share it here. We’ll post some video highlights from his talk soon. It’s currently being edited. Later that same day, Jay came back for a question-and-answer time, which blew everyone out of the water. Day Two (Feb. 7): Change Your Thinking to Change Your Life
to be able to emulate Jay Abraham’s ability to handle many opportunities simultaneously. Jay answered in a couple of ways. He said one way is to broaden your mindset by looking at the things you normally do automatically and predictably and do those differently. Even something simple should be switched up, such as doing your morning routine in a different way, taking a different route to work, or shopping at different stores. Another strategy is to read things that are outside of your comfort zone. Just find topics online that normally don’t interest you or aren’t things you think about daily and read about them. Or, go look up the top 100 books on Amazon and read some that don’t resonate with you. We tend to build patterns into our life. Jay says the key here is to get exposure to other ideas and perspectives, even if they normally don’t interest us.
And there was more — so much more!
Day Three (Feb. 8): Powerful Leadership Strategies
On day three, Jay talked about leadership, competition, advanced ways to grow a business, what personal qualities you need to be successful, and much more.
One of our attendees asked, “How can you be a non-linear thinker?” They want
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A FRESH LOOK AT FACEBOOK ADVERTISING FOR HOME SERVICE COMPANIES
If you’re anything like me, when we start talking numbers in the billions, my brain gets pretty boggled. That’s why when I read that nearly one and a half billion — yes, 1.37 billion — people use Facebook every day, I was pretty blown away. Add to that the fact that the average user spends about 20 minutes on the site per visit, it’s highly likely that your ideal customers are on Facebook right now. For this reason alone, Facebook ads make an interesting place to spend your advertising dollars. Before you start throwing all your money at Facebook ads, though, let’s establish whether or not this is a good decision. Since advertising on social media is a relatively novel concept for home service businesses, how do you know that your customers are ready for it? Over the last two years, Seequs has repeatedly tested Facebook ads for home services companies. Every 3–6 months, we have placed ads and noted the response. Until recently, those ads have not had a significant payoff for home service companies. We found that people weren’t quite ready to purchase home services via their Facebook newsfeed, although there was some interest.
significant shift. People have engaged with the ads more than ever before. They have commented, contacted companies, asked for quotes, used discounts we offered, and hired our clients, all because of Facebook ads. Now more than ever, it’s time for home service companies to start investing in Facebook ads. However, before you jump in with both feet, remember, this is still a relatively new shift, so there’s a lot to learn. It’s easy to spend thousands of dollars utilizing the robust targeting options but still get almost zero results if your ads aren’t done correctly. In addition to having a massive number of users, Facebook offers ads that are extremely powerful. You can choose the type of ad you want to place (photo, video, etc.), as well as what you want people to do in response to your ad (call you, visit your website, etc.). But the real power of Facebook ads comes from the fact that they can be precisely targeted so they appear in the newsfeeds of your ideal clients. This targeting can get as narrow as you want it: you can put your ads in front of stay- at-home moms who have two kids, have an annual household income above a Why Facebook?
particular threshold, or who live in a certain geographic area.
This means that the people who you already know are the ones most likely to purchase your clients’ services will be the exact ones who see your ads. Facebook’s targeting capabilities are so robust that you can know for sure that your advertising dollars are going toward exactly the right people. And with a limited marketing budget, that’s important. Because people come to Facebook primarily for social reasons, it can be hard to help them make buying decisions there. Therefore, you need to use a sound strategy to make sure you get your message to the people you really want to communicate with, and who need or want you in their lives. “BUT THE REAL POWER OF FACEBOOK ADS COMES FROM THE FACT THAT THEY CAN BE PRECISELY TARGETED SO THEY APPEAR IN THE NEWSFEEDS OF YOUR IDEAL CLIENTS.” How to Use Facebook Ads Effectively If you choose to invest in Facebook ads, use the following tips to make your ads as effective as possible. Avoid the boost button. This button allows Facebook to do its best to determine who your target audience is. When you are investing in an ad, instead continued on page 7 ...
As we closely monitored campaigns over the last few months, there has been a
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“Leadership is not about having a generic vision of the company, or a vision for yourself, but having a vision for the company that includes each and every person,” he said. Jay explained: Leadership is about instilling a vision so that everybody can be aligned in your company, rowing together as one. It’s about making people feel not just that they are part of achieving the goal, but that they are integral to achieving the goal. “Everyone needs to feel their role has relevancy to the outcome,” Jay added. Ironically, leadership is also about following, he explained. It’s about being a student. Furthermore, leadership is not a function of the top dog, it’s something that everyone underneath should be trained and enabled to do. 1. SET TARGETS Unlike the word “goals,” which tends to be flexible and fuzzy at best, the word “targets” is a very specific, measurable destination for your business. Identify a few targets that you want to pay attention to, and then identify the number you want to hit. What targets will have the greatest impact for you? It could be a company- wide target, like sales or profit, or it could be a more specific number, like your average ticket income. Choose a couple, and make those your primary focus for the entire year. 2. ESTABLISH REVIEWS When was the last time you reviewed each team member? Maybe it was last year, or maybe you never have. Well, now is the time to change that and conduct quarterly reviews for each team member. This can seem like a daunting task, especially if your employees are
During his presentation, someone posed a great question to Jay: “As a leader, how do you become comfortable with empowerment if you’re worried that the outcome is not exactly what you envision?” Jay answered, “If you want to get trust as a leader, you have to give trust as a leader.” Learn to tolerate missed execution, because it gives you a chance to show how you nurture and support your employees. You demonstrate just how much of a collaborative employer you are. One thing leaders need to remember is this: Leadership is not being perfect or knowing every option and having everyone do what you want. Leadership is a commitment of time and support. Jay explained that leadership is just like raising children. You didn’t just give not used to it, but quarterly reviews will help you stay connected to your team and keep them on pace. Ask just a few questions and measure everyone against benchmark key performance indicators (KPIs). KPIs allow you to take the guesswork and emotion out of a review and assess your team on their actions and efforts. 3. IMPLEMENT FOLLOW-UPS One of the biggest opportunities HVAC-R companies overlook is following up. Your prospective and existing customers both need to be followed up with to help you close more deals. You’ll see a spike in sales simply because you followed up more diligently than your competitors. Create two follow-up tracks, one for prospective customers and one for existing customers.
birth to them and leave them on their own. As a parent, you raised them and helped them. “The joy of leadership is to grow and develop your employees and unify them on a bigger purpose and mission than they’d ever develop on their own, and to have them share in the sense of achievement …” He also shared the advanced three ways to grow a business. (This is a must-see! Go to Facebook.com/mikeagugliaro and scroll to Feb. 8 to watch some of these videos!) Jay’s insight on both days was immense and worth millions of dollars to those who heard it. If you missed this Service Business Edge, you
missed out on massive value from the one and only Jay Abraham. Mike Agugliaro
3 GOALS FOR ANY HVAC-R BUSINESS TO FOCUS ON IN 2018
For prospective customers who have contacted your company, added their name to an email list, or received an estimate from you but have not
bought anything, follow up regularly with reminders, advice, and incentives for taking action today. For existing customers who have bought before, follow up with a different set of reminders, advice, and incentives. For each follow-up track, create a full year of follow-up touch points that include email, phone calls, direct mail, and even personal visits. If you implement these three strategies for 2018, I think you’ll be surprised at how much your business not only succeeds, but grows.
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WARRIOR SPOTLIGHT
It’s a Facebook group exclusively created to serve business owners like you, who want great ideas and strategies, and an opportunity to share your own insights and connect with others. CEO WARRIOR WORLD
• Watch for amazing strategies (including some exclusive stuff that I don’t share anywhere else).
• Check your notices for some exclusive Facebook live trainings.
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It’s a closed group so you’ll need to request to join.
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It’s absolutely free.
JOIN TODAY! FACEBOOK.COM/GROUPS/ CEOWARRIORWORLD/
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I’m just starting it up, so this is the best time to join and get involved.
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WHAT’S THE FASTEST WAY TO MAKE MORE MONEY?
If you own a service business, chances are you want to make more money. If you’re asking, “How can I make more money?” here’s the answer.
Look, if you’re don’t mind working in a freezing cold truck, and you don’t want to grow, that’s fine.
But I’ve been where you are, and I think you’d like to make more money. That way, you can spend some of that new money on yourself and your spouse, and start living at a financial level you deserve. Service Business Edge is the place to get that information. That’s what we focus on. In fact, you’ll get more than a million dollars of strategies on the very first day, guaranteed. And the best part? For a limited time, I have a very special promotion: Service Business Edge is available for 67 percent off the regular price, which means a VIP ticket is normally $7,500, but you can get it for $3,999. Want the first step to making more money? Go to ServiceBusinessEdge.com and get your ticket today. (Hurry! At this promotional price, they are going to sell out fast.)
Service Business Edge is CEO Warrior’s four-day event that is laser-focused on helping you make more money.
• You’ll learn how to find more clients — clients who will pay you what you’re worth.
• You’ll get proven, field-tested marketing templates worth hundreds of thousands of dollars.
• You’ll learn which systems to implement to rapidly accelerate how much money you’ll make.
• It’s not just limited to growing a service business. You’ll learn advanced strategies for building an empire that grows faster and stronger to create a long-lasting, multi- million dollar legacy.
SERVICE BUSINESS EDGE NEW AND IMPROVED
Get ready for four interactive days at the new 10,000-square-foot CEO Warrior Training Facility, where you will create the blueprint for your business. We’ll cover sales, marketing, customer service, leads, branding, hiring, training, and more. It’s four days you’ll wish you had put in sooner to get the wealth, freedom, and market domination you’ve always wanted. OUR NEXT EVENT WILL BE HELD IN JUNE. DATES: JUNE 12-15, 2018 Service Business Edge: The Secret Blueprint to Growing Your Business
Go to SERVICEBUSINESSEDGE.COM for details and registration.
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ARE YOU MAKING THESE 3 MISTAKES IN YOUR BUSINESS? If you owned a boat and it kept taking
or expecting their employees to improve but not setting an example of improvement in their own life. Sure, you might say that you read a book or you attended an industry networking event, but is that the level at which you want your employees to improve? Probably not. If you want your employees to actively engage in growth, they need to see you leading the charge by constantly improving yourself. MISTAKE #2: YOU’RE NOT LEADING YOUR CUSTOMERS Has this ever happened to you? You give an estimate to a customer but they say that they are going to get estimates from other businesses too. And then you don’t hear back … until you find out they hired someone else with a lower estimate. Doesn’t it drive you crazy when customers choose a cheaper option, even if it means that they get inferior products or services? It’s as if they reviewed their estimates and chose the cheapest one based solely on the price, without giving any consideration to the other factors that offer higher value. However, what service business owners fail to realize is that this often happens because of a leadership issue! That’s right — chances are you’re not leading your customers. If you invested in your own growth and business education, did you look at the bottom line and choose a cheaper option based solely on the price tag? I can’t tell you how many times I encounter service business owners who express frustration at cheap clients but, in nearly the same breath, tell me that they don’t want to invest in themselves by attending my Service Business Edge event. These are related challenges! If you’re not willing to lead by example and invest at a higher level in yourself, you can’t expect your customers to follow your leadership and be willing to invest in your services instead of the cheapest option. Raise the bar for yourself, and you’ll raise the bar of your customers. MISTAKE #3: YOU’RE NOT LEADING YOURSELF The third costly mistake
that many service business owners make is failing to lead themselves. Now, this might sound crazy to you because you might think, “How can I lead myself?” The answer is found in a phrase I say often: “The way you do anything is the way you do everything.” What that means is if you settle for less than the best in your life, then that type of thinking will impact all areas of your life. Unfortunately, many service business owners do exactly that. They wish they could get out of their truck and build a bigger, more successful business, but they continue to accept running a business in a beat- up truck with a forgettable brand while competing on price for low-paying customers. If you want to improve your life, you need to lead yourself. You need to step up and say, “I will no longer choose to accept my current situation. Instead, I will invest in myself to be the best I can be, and that will help me create the life that I want.” Want to change the game in your life? Invest in the best to become the best. Period. It’s that simple. The way you do anything is the way you do everything. That’s a massive shift we see at Service Business Edge. When service business owners decide to invest in themselves and attend our game-changing four- day event, many think, “Why didn’t I do this years ago?” and they realize it was because they weren’t leading themselves toward growth, but were instead choosing to accept something less than they desired. ONE SIMPLE SHIFT There is one simple shift that will change it all. Go to ServiceBusinessEdge.com right now and sign up for our June event. This simple act will raise the standard in your life. Starting today, you will begin leading your employees, your customers, and yourself to a higher level, because you will be leading at a higher level.
on water, what would be your job as the captain of that vessel? Well, you probably would want to delegate someone else to bail out the water while you figure out where the hole is so it can be fixed. The problem is most service business owners are too busy bailing, and they act like they don’t even realize there’s a hole in their boat! Here’s the shocking truth that I tell people all the time: What you don’t know could be hurting your business in very costly ways … and you didn’t even realize it! Many service business owners are making three mistakes in business right now that are costing them money. Are you? Fortunately, they can be fixed with one major change. Read the three mistakes, identify which ones you might be doing, and find out what you can do to solve it … MISTAKE #1: YOU’RE NOT LEADING YOUR EMPLOYEES As an employer, you probably expect your employees to constantly improve. You want them to be better tomorrow than they were today. That’s a fair expectation. After all, you want your company to grow, and you know that growing employees will help your company grow. But here is the mistake that many service business owners make: They’re not leading by example. You send your team to additional training … How often are you taking additional training? You give your employees opportunities to hone their skills … How often are you taking the time to hone your own skills? I’ll bet that you’d love it if an employee spent their own time to become better at their skills so they could work at a higher level. Well, let me ask you this question: Do you spend your own time to become better at your skills so you can work at a higher level? The truth is many service business owners aren’t leading their employees in this area. They are wishing
The costly mistakes stop here. The change starts now at ServiceBusinessEdge.com.
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... continued from page 8 your managers to your custodial staff — knows how they contribute to that quarterly target. Build all quarterly performance measurements and contests around this target, and make sure you keep your team up to date on how they’re doing and encourage them to keep pushing hard. ALIGNMENT STRATEGY NO. 3: DAILY MEETINGS Before the day gets busy and overwhelming, hold a five-minute standing meeting to realign everyone to the quarterly target for the day. In a small company, you should do this. In a larger company, get the managers to do this. Keep that quarterly target in everyone’s mind and use this daily meeting for inspiration and alignment. Build trust. Show your face, your employees’ faces, your vans, and anything that will personalize you and your business. People buy from people, not from companies, so you want to make sure people are seeing your face and your image. Emphasize your brand. This doesn’t necessarily mean highlighting your logo or your tag line. Instead, talk about the values behind what you do, what makes you different, and why you’ve chosen to work in your industry. Help potential of simply boosting a post, use the ad manager to craft your ad and target a specific audience. Focus on adding value to people’s lives or businesses. This helps them want to follow you or follow you more. The more you add value, the more they realize that you are reliable and generous, and the more likely they are to eventually buy from you. Try posting videos that educate people on things like slow drains, lack of hot water, or issues with their furnace and air conditioning.
customers to see that the values you have are exactly what they are looking for.
www.seequs.com/ www.facebook.com/seequs
Test your ads. Put a couple different forms of your ad out there and see which one does better. Try different photos, video, and copy to see what people are responding to. This will help you choose an ad for your current campaign, but it will also help you craft your ads in the future. Facebook not only offers focused targeting for advertising, but they are constantly looking at new ways to help companies bring in clients. One of the latest technologies they offer is Messenger bots, which allow you to automate certain interactions over Facebook Messenger. While it’s still early to know exactly how this technology will impact home service businesses, we are seeing some good results with our early tests. Have you tried Facebook ads? Hit me up, on Facebook, to let me know how they worked!
As CEO of Seequs Digital Marketing, Stephen has cultivated a team that loves helping home service businesses grow using SEO (search engine optimization), pay-per-click (PPC), web development, and conversion strategies. Seequs’s sole focus is to help these business owners create results they never thought possible through digital marketing. He and his team constantly strive to be the best digital marketing firm in this industry by providing epic service and tangible results.
actively work to avoid that. Keep these meetings only about alignment and inspiration, and save the administrative details for later. ALIGNMENT STRATEGY NO. 4: LEAD Your team is not looking for a buddy. They need you to be a leader. That means you need to step up and deliver the strong, confident voice at the front of the room that everyone wants to listen to. Even if this is not your personality, and even if you like the idea of being buddies with your employees,
you’ll get everyone on the same team faster if you are a dynamic and inspiring leader. This takes practice, but it’s a powerful strategy. Even if this type of leadership does not come naturally to you, it is possible to learn to be a strong leader who commands respect. Leadership is a skill that can be built. Find a mentor to teach you leadership and help you tap into a leadership style that works for your personality.
It might be tempting to use these meetings for administrative tasks, but
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PRST STD US POSTAGE PAID BOISE, ID PERMIT 411
INSIDE Advice From ‘The 9.4 Billion Dollar Man’
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A Fresh Look at Facebook Advertising for Home Service Companies
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3 Goals for Any HVAC-R Business to Focus on in 2018
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Pay Isn’t the Bottom Line
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Meet Gabe Wade!
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The Fast Way to Make More Money
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Service Business Edge, New and Improved
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Are You Making These 3 Mistakes in Your Business?
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Build Your Team With These 4 Strategies
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4 ALIGNMENT STRATEGIES
ALIGNMENT STRATEGY NO. 1: START EARLY Don’t wait until your employees are employed before you start creating alignment. Instead, start during the recruiting process and actively recruit potential employees who already share the qualities you need for an aligned team. Once you start talking to these prospective employees, share your vision of the company with them and get their early agreement. That way, they know before day one what everyone is trying to accomplish, and it will be a strong start for them. ALIGNMENT STRATEGY NO. 2: ONE BIG TARGET You’ve already shared your vision with your new employees, but a vision will only get you so far. You also need quarterly targets that are inspiring, stretching, and measurable. Create one big company target and share it with everyone. Build incentives around that target and measure performance based on it. Make sure everyone — from continued on page 7 ... TO BUILD YOUR TEAM
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