The Bloom Living Podcast

How to Generate Sales and Referrals | Mark Newsome SE05 - EP08

September 08, 2020 Thomas DeSchutter / Mark Newsome Season 5 Episode 8
The Bloom Living Podcast
How to Generate Sales and Referrals | Mark Newsome SE05 - EP08
Show Notes Transcript

Mark Newsome (aka) Mr.Marketing is a small business cash flow generation strategist, who specializes in helping small business owners and service providers, uncover and monetize what they previously considered dead or greatly underutilized assets and resources. He shows you how to do this with very little upfront out of pocket costs.

website: youcanmarketonlinenow.com
contact Mark HERE

Excerpt:
"You take these strategies and you put together a hybrid that works for you, exactly where you are right now moving forward. So if you're the type that doesn't like the like to push, and I tend to be a little more proactive, then you adjust it. You find a way to conceptually do the same thing to get to that end result. So in other words, you got to think, and don't just think linear. You see the tree but you don't see the forest. You got to be able to see the possibilities because I guarantee you if this is the fourth fifth time you replay this, then ideas will jump out that Thomas and I didn't see, but you see, and you run. That's how you go from working in your business or service to working on it.

Favourite quote: "What lies before us. And what lies behind us. Is insignificant, to what lies within us." ~unknown

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Thomas :

Okay okay okay Check this out, check us out. Go to bloomyourmoney.com. That's right bloomyourmoney.com download our FREE eBook bloom your money, your life and just get started with building your own financial warehouse of wealth and understanding how you can manage your finances in the most powerful way possible that's bloomyourmoney.com

Unknown Speaker :

Today's podcast is brought to you by Thomas DeSchutter Business Success Coaching. Are you ready to experience your business thriving? Or maybe you're already thriving and you want a better system for managing your cash flow. The truth is, you need to be setup to win and winning is all about the process. Being certified cash flow specialists and profit first professionals Thomas DeSchutter Business Success Coaching will put you on track to win big. Check the show notes to Book your free consultation or go to thomasdeschutter.com

Thomas DeSchutter :

Hey Hello there, welcome to the blue living podcast. This is episode eight of Season Five.

Unknown Speaker :

It amazes me how the numbers just pile up. I know it seems silly to say that. However, you know, you put your head down, you do work. Yeah, get things done, and then you could look back and think how did I have that happen.

Thomas :

And it doesn't seem like it's been, as long as it has been, however, yeah here we are. Season Five episode eight. Today's guest is known as Mr. Marketing Mark Newsome. And I tell you what I loved about our conversation was getting ideas around referrals around, partnering with other business owners.

Unknown Speaker :

Leveraging relationships and not leveraging relationships, like, Oh, I'm gonna take advantage of somebody you know this is this is about ethics. And this is about leveraging relationships in a way where

Thomas :

both sides win. You know if I can help out a fellow business owner and they can help me out. We both win. And let's face it, we're in business to serve others and so if others don't know about what we do, if they're not

Unknown Speaker :

privy to the fact that we are here, offering the great services that we offer. We can assist them. So it's critical to build these relationships.

Thomas :

Mark Newsome is a small business cash flow generation strategist, he specializes in helping small business owners and service providers to uncover and monetize what they previously considered dead or greatly underutilized assets and resources and he does this for very little upfront, or out of pocket cost. It's really about thinking outside the box, getting creative and building on our ability to network and create relationships. Season Five episode eight. Hey Mark Newsome Welcome to the Blum living podcast. It's a great pleasure to have you.

Mark Newsome :

pleasures all mine Thomas I'm so looking forward to this man. Thank you,

Thomas :

off the top and we were talking before we started the recording. He asked me how long we have and I said, however long this takes and you said you're going to bring the heat and I can't wait. I can't wait for you to bring the heat.

Mark Newsome :

Absolutely.

Thomas :

And so, I know your expertise is in cashflow. I know that you're Mr marketing. And I'm curious, I have my own thoughts on this but what are you seeing as the number one thing that is plaguing businesses right now or the small to medium sized business owner besides the obvious COVID but what is, what is it that's really gripping them Do you think

Mark Newsome :

you know what, I'm so glad you asked that Thomas, I'm gonna I'm gonna warn your audience with a quick story. By the late, great, Vince Lombardi after the Packers started winning Super Bowls. He was known to bring a deflated football, stand up in front of his returning veterans and rookie players and say, gentlemen. This is a football, meaning the fundamentals. For some reason, two things people think a when they jump online business goes out the window. In other words, if something's not profitable offline they understand that, but if something's not profitable online they think, Oh is the internet, somehow that's going to change the dynamics and business is the same right now my opinion, COVID, though fundamentals should be stressed, more than ever now. And in my opinion. They're not. People are suddenly Thomas looking for the holy grail and I'll tell you how notice is in fact the platform zone, acknowledge that pre COVID. They had 10 million users worldwide now honestly they didn't break down. The difference between who was using what percentage was using a free service and pay, but notice this. After COVID. They said worldwide they now have 300 million users. So what does that tell us, people online, like never before, looking for answers and solutions. And what are, I want to say for like Beware the newbie online marketers doing everything but the fundamentals Esam. Hmm. So a guy like me. I'm doing my best to get front of as many audiences like yours as I can to stress the fact two plus two is still four, you need to make that known to your customers like crazy Mark What are you saying, here's the first thing, Mike. Let's just do it. Here's the first strategy. Ladies and gentlemen, whenever you get a chance, set up a free f r e drawing for your ideal target prospect slash customer. Let me give you an example where I'm talking about. You walk into a retail store. We're in your basketball court. And there's a big giant sign music legend Stevie Wonder could miss, if you try and it says, free drawing exclamation point. 70 $500 home innerduct home Deluxe entertainment says, Now, I don't know what the deluxe part means dollars but here's what I know. When they see 7500 and free drawing. Guess what's gonna happen to a high percentage of the people who walk into that place. They're going to put their name, ello now it's two things, a jump, if you're. I hope this doesn't apply but if you don't have and you're not using our 10 text messaging or email out of a paid email service provider I was gonna say reputable one but I don't think we need to go there. But here's what I mean. Don't use your free services because you don't get all of the functionality you need now I'm not here to stop for any given one I do use one that's not the point. The point is you need to be using a paper. Now follow this times I'm just going to make this fact let's let's make you Thomas here. The, the appliance here. And you offer this redrawing say for 90 days because just as you want to test it out we don't, you don't see anything with jumper. Don't ever just jump in with both feet, you have to inexpensively strategically test, and this is one of the ways to do it all. Tom says his big giant sign redrawn. And he's got what he's going to do is Thomas you're going to take one of the items that's a close up. And instead of selling everything you're gonna keep this last one or two for this free drawing concept, I'll tell you why we do two and just more. But here's the first thing you set this free drawing up, and if you have opt in email capability, you can capture the email or text message. You want to start collecting names. Now let's say at the end of 90 days, you and your staff, are you going to choose one grand prize winner. You're going to send them an email says congratulations, Joe or Mary. You are our first Grand Prize winner of this free drawing and you know they're ecstatic and happy, and they before they finish reading email they text, a gazillion people, they jumped on Facebook or Instagram, and let everybody know the deal. But let's suppose you had 2500 people into this statement. What do you do with the other 2499 blow them off. No, you send them an email that says congratulations in the headline in the subject line what you want to know but they always say, dear. You know, whatever their name is because you have to pay bills you put in their first name or full name and you say, dear. Jim and Mary. Congratulations. Thank you for entering our free drawing back on blah blah blah blah blah. Unfortunately, weren't the first Grand Prize winner This time, However you have won a very special now here's the key ladies and gentlemen time sensitive. Second grand prize worth, x, meaning you decide what that value is now follow this tongues because it's going to get into to a whole thing later, you have to you have to understand about advertising promoting the mark. You tell them to come to your store by a certain date this is the expiration date and typically what Thomas is going to do is look on the calendar, and he's going to go 10 days out ladies and gentlemen not 10 physical business days. 10 actual days, whatever that turns out to be that tip of the day that's his expiration date for Thomas here's the key, this is what's going to separate you from 99% of your peers who might think to use a free drawing to build the list and then to follow up and market to it. Thomas says come alone. And for an extremely limited time, you can say some low amount 10% off your next purchase up to $500, so in other words a smaller amount. However, here comes the EB laser, what's the ethical Bri. Hmm. Thomas says ethical difficulty for dragging upright. We're not politicians we're not gonna be bribed, but we're gonna be ethically right so you say, for an extremely limited time, simply for dragging a friend who's at least at some traditions. You can now say up to 40%. I'm sorry, up to 50%, up to $2,000, Thomas I got asked you a question. If they're serious about coming back to your store. Do you think they're more apt to go out and recruit and drag a friend with him who's at least 18.

Thomas :

Yeah, and you're reading like 40 to 50% off a $2,000 ticket item right

Mark Newsome :

up to up to $2,000 if you spend up to two grand we're gonna take 40% off because remember, and we tell appliances the markup is anywhere from 100 to 300%. Anyway, so you mark it down. If the 40 30% in our minds that translates to keep saying, so it's not like let's say it's 200, and you mark it down 40%, you're only going to grow 160% on this particular topic, can you live with that, huh. All right. Now, here's the rip that I want you to get Nice job. Thomas's main local competitors you know what they're doing to get that body in the store. They're going and spending an outrageous sum you check and see for yourself in your local market, how much you cost for local primetime radio. Local primetime television that Sunday newspaper, insert in the, in the most popular Sunday publication in your local area. And here's the world's most local billboards, that everybody drives by between 40 and 60 bucks an hour, who barely see the Billboard. And yet, Thomas's local competitors are happy to invest anywhere from 25,000 to $40,000 a month in the you know the bigger, larger metropolitan city areas for this do nothing they call it marketing I call it a cash drain and the people that are selling it are telling Thomas and his thieves holy build your image, I say it does very little for your image. And all it does is drain your bank account. Now, here's support Thomas is eliminating that because he schools start doing some, some different sort of hands on in your face kind of marketing that gets people's attention. Now here's the point. Do you know how many times your local competitors have to run that 30 to 62nd ad before you and I go oh it's an appliance center that's advertised anywhere from seven to 21 times. Now whatever the cost is per time. Each time. It costs, x, and he talks about this all the time which invest together, ladies and gentlemen right here. I'm sad to tell you. Several of your local major competitors have put money into ads that you and I are not going to see. And yet you paid for. Wasted circulation, or Thomas has this happened. You're driving along in the car. You got your headset on somebody's knee ringing trying to bug you and get on your show you turn down the radio to take the message. Guess whose ad ran during that time he was on the phone for four minutes like jump, several local vendors. Thomas didn't hear yet, but they paid for the wasted circulation. So my point being when you get your customers to recruit referred by ethically bribing them, you're cutting out all of that extra additional time you have to go on local primetime radio. It's the same as if somebody telemarket. They got to make so many calls to reach a physical person. And then another somebody calls to convert somebody, or you can ethically bribe your audience. Let them do the heavy lifting and bring in so many people now. This technique is powerful as it isn't as simple as it is, you're not going to get everybody, but that's why we call this technique, Thomas, the McDonald's technique. What do you mean by that bar. He walked into McDonald's and you say, Can I have a quarter pounder with cheese and strawberry shake and all over the world that is yummy. The 16 to 21 to 22, year olds are automatically trained to come back with a simple questions and six word question Thomas they say, Would you like fries with that. And without McDonald's having to spend an extra nickel. They got you and I to spend, additional money we hadn't planned on spending which is good for that bottom line, and then get this together, and we call this an upsell raise you know some people call it an add on sale. Some people just call it, making more money, you know, just want to get down to the basics. Now follow this man Donald's was the pioneer in taking this technique to the next level. When you when I say yes to 30 to 40% who say yes, at both breakfast, lunch, and you know later on early to later even. They say supersize you. They just created two additional sales at retail ladies and gentlemen have X percent of their customers. That's called leverage. They're getting more for less now let me show you to spin off so this in case you're saying but I don't sell burgers mark. Okay, somebody goes and order something online let's just use Amazon. Now I know Jeff Bezos knows the deal but you order something on Amazon. It arrives. You open the box, there's the product, you take it out of the box for wrote a box in the trash Thomas happy. How many times have you driven by the street, you see a big box for a flat screen TV yourself with somebody ordered right. Here's what 99% of the people who are trying to compete with Jeff Bezos I'm guessing. There should be a market tested. Extremely time sensitive, what we call, bounce back offer in that order, where you can work. You can order something else. You know how, when you go on Amazon's books they say if you like this You also might like that. And it gives you some options. When you give your customers two to three options or a product or a service, we give a slight discount or ethical bribe. But they have to do it by a certain amount of time, right you put those offers in your offer to a customer. And just like McDonald's with the, would you like fries with that a certain percentage of your customers are going to take you up on the off. Now let me show you a flip side of this Thomas you tell me if this happened, Thomas Are you a sports guy don't you like any sport. Anyway, I'm a hockey fan. Okay, let's say it's a Sunday, early evening there's a hot there's a double header I know that's a baseball term but, but with two games on right back to back line. So you're all psyched up, and you just go ahead and order some pizza and some wings and you are you settling in, and you go online, you don't go for the National franchise you like that local spot with that sauce, it gives you a little heartburn and doubting, like, oh yeah. Here's the deal. So you order, but you tell me if this sounds good. Within 10 or 15, minutes, they show up, they're professional. They got your pipe pipe and hot pizza, you hand them the money you might even be generous hand them a little tip. Thanks a lot, you close the door, go enjoy your hockey game and they go on to their next delivery. That sounds about right. That sounds about right. Okay, ladies and gentlemen, here's what that savvy pizza delivery or Mexican restaurant or whatever it is that's delivered food. Here's what the owner do. They're gonna have a sealed envelope tongs and inside the sealed envelopes gonna be other local vendors who pay money to the interface pizza place thank you and not to get any more water but they want to pay one into local pizza place to be in that envelope. And the pizza place when they get the order. If it's a man or a woman you have two envelopes. One has an M, meaning then they don't have the W, meaning women, but now Thomas here's what the outside of the envelope says, and we're going to play on this, you're going to see, but I want your reaction, they hand you the thing and on top take to the top of the box in big giant red letters in parentheses exclamation point this what is this. You definitely deserve this. Now you tell me how long it's gonna dominate nanoseconds it's gonna take you to rip that envelope.

Thomas :

Yeah, it's gonna be pretty quick. Right. I may take the pizza first depending on how hungry I am.

Mark Newsome :

Right, right, that envelopes going with me that involves going with not into so lady, ladies. They're going to have an extremely times of 10 days out a discount coupon to a local jeweler. And also, a local women's spatial Deluxe treatment center and just does that tom toms doesn't unnamed women's Deluxe Facial Treatment Center, just sound exotic enough that the women are just gonna look at that like what's going on here, here's how it's gonna work.

Thomas :

Hold on. Mark I'll be honest with you, it, it could have a pedicure in there and I'd be all over it.

Mark Newsome :

Good point. See, this is what marketing is all about there's a jump that's an excellent point. Now, let's suppose that is the case. Now, here's what it's going to tell them it's gonna it's gonna say, dear friend, because you are a valued customer is the name the pizza place so so that the women have a reason to mention the pizza place. It's gonna say because you're a valued customer, you know, Jan or Joe's pizza or whatever the name of the pizza places. Please bring this extremely time sensitive gift certificate to our facial treatment set. If you come along. You say, 10% of the current price at time of redemption for the facial treatment, which normally retails for. I'm just making a finger up, 42. or x or get this simply for dragging a friend who's at least 18 you both get the facial treatment for just. Um, excuse me, free, which is a $94 bam. Now wait a minute mark. Wait, I understand business. What do they get out of given to women, a facial tree because see they've already done their math, and they know this concept that we call lifetime customer value or total lifetime customer value. They know before one of both of those women get out of the chair. They're going to spend anywhere from 75 to $400 on the lip balm the moisturizer the skin Luma blah blah blah, all that stuff that women Eat up. They're going to sell it to them on the back end, what they're banking on is for so many people we get in the chair just like McDonald's for so many people come through the store, we know x percentage of you worldwide are going to take us up on our upsell and our supersize you the upsell beyond the upsell. But here's the,

Thomas :

you're really talking about like a loss leader right like

Mark Newsome :

some women aren't exactly excellent points. Some women aren't, believe it or not, they're just not gonna be into it, they're gonna take the facial and run, but there's still a walking, talking billboard for the facial place but the point is, when they go tell their, for lack of a better word, inner, and professional inner circle. They're going to be yapping it up about initially they bought pizza from exes pizza place. And there were these coupons, in an envelope to say, you definitely deserve this. The sealed envelope. So, the women, their girlfriends know and coworkers and neighbors and besties and sister and aunt, they know which local pizza place to call going forward. They know. That's the point. Now here's the other things. Let me show you something and how powerful this is. I'm gonna show you two ways this is Thomas This is really, really powerful. The other thing is the other arrangement, the pizza place has is with a local this or Thomas's appliance center and Thomas is market tested all of them but I have the same thing but Thomas is market tested, two sided index card is going to say on side a is going to invite the recipient to enter his monthly free draw which is year round. By the way, year round. To win a $2500 Home Entertainment Deluxe center. Now didn't cost Thomas $2500 his hard cost is somewhere between 1000 and 1200 dollars. That's the same as him running four ads on local primetime television or less. But here's the point not determined do this right here is what separates you from your peers. Most appliance dealers to this point would be on, on, they'd be on board, they see all this and they say, Okay, wow i see this I'm building a list. And these people are going to enter by drawing a one person is going to win I'm going to follow for everybody. Here's what they don't understand that your doing Thomas is different. Your monthly free drawing is only for that particular pizza places, customers. So in other words, you have a free join inside the store that list. That's a whole separate list. This unbeknownst to the people who sign up through the pizza place. This particular list is exclusive to this pizza place, because you're going to reference them in the email so that these people know Whoa, because I bought this pizza from such and such. That's why I'm getting these, these additional offers but here's the clip. Every your terms your, your total lifetime customer value laden job this is just hypothetical is somewhere between a low 400 if you can call it that. and a high of 10,000 you say well how can that be more. Well, when you take into account the number of repeat purchases over the next five to seven years, the number of testimonials he gets from this person, video, audio or written and the number of referrals and all the social media exposure, because remember when they get something really cool from Thomas's appliance center or one of his major competitors. Somebody's gonna take a selfie somebody's going to share it on Facebook, somebody's going to share it on Instagram and possibly Twitter. But here's the point when Thomas does his math, when he goes on local primetime radio and local television and the Sunday newspaper you know he's paying per lead ladies and gentlemen get that person will store, anywhere from 500 to $1,000 per lead. Here's what he tells the pizza place, every time one of these coupons gets redeemed as a direct result of you, introducing him and this, put it in an envelope. Give me $50. So that means if 10 sales come through. They just gross an extra $500. That'll pay the gas for the delivery for the month. What if they do 20. In a month. That's an extra thousand dollars that could go toward whatever let's say they're I don't know what it would become, let's say they're in a city and let's say their little spot costs, you know their little their lease on their, their space is $2500 a month. Now it's 1500. And then, Thomas takes it a step further he says here's the deal. Every time you send me 30 customer or x 30 customers in a month I'll pay your lease for that month. What. Well remember Thomas was rocking this $25,000 month billboard ad, that's getting nothing basically when he adds up the cost per lead is outrageous. He's doing this on a performance basis saying hey you get, I don't say aggressive but proactive and I'll ethically bribe you. Now, since Thomas is a master marketer. He creates a webinar. That's about 90 minutes. And he tells the owner of the pizza place, we get a chance to watch you and some of us have given us a lot of washes. Here's what it basically says, depending on how many drivers they have and how many employees they have Thomas is going to create some special two sided index cards side A has the free join, then when they flip it over, side, B says, you know, come alone. You say some small percent up to your, your, on your next purchase up to $500, simply for dragging a friend who's at least 18 before the expiration date, you get. You can say up to 50% on $2,000. Two things the, guest, that they drag in. Thomas is going to offer them. An OTO what was that month, one time only offer is only valid until they leave the store that day. So again, it's a form of ethical bribe, and he wants them at join his list, and for doing so he's going to ethically bribe them and the guest, he's going to give an extremely time sensitive bounce back offer, what does that mean it means they come back to the store within 10 days 15 days he's going to test so he knows exactly what what you know timeframe to offer, and for dragging somebody back who's at least 18. He's going to ethically bribe them to do it. So, now what he's doing is unlike his local competitors. He's just condensed that time and blown off that let's run this ad 15, 20 times to try to get a customer. And he's taking a little savings and giving it back to the prospect to get the prospect to act. Right.

Thomas :

So, but what So Mark what you're really, I just want to jump in here because you've given us a lot. Oh, I want to I want to I want to kind of dive in on on a couple of excellent. So, what you're kind of what you're really talking about here is about business owners, beginning to think a little deeper and two or three steps down the road, not just, hey I'm gonna, and I've heard this from a lot of people and I'm probably in, probably, I am guilty of this and I'll use social media as an example. All of a sudden it's like I have an idea. One day, and I'm gonna post this thing. And then I post it. And then it's it, there's no, there's no step two, step three. Step four, and what you're really talking about is building something out. There's a couple of things I hear there's there's building something out where you're thinking, three, four steps down the road, but also what I love is you're talking about building community. It's about business owners working together. Hello. Hello. I can help you, and you can help me, and so why don't we work together to continue to grow our businesses and be the visible business in the community, not stay outside thinking.

Mark Newsome :

Absolutely. In fact, I call it power network plays, because that's an easy exactly right. That's what we're talking about to you, and it's so logical once you get into it, you know, most people don't realize this like if you were to start to map this out and do it, you start having aha moment along with it. Oh what why don't we do it exactly Fred Hey since we do that, why don't we do this. Exactly. And I love that. Like you talked about testing it as well like. Absolutely not. Everything's gonna work, not everything will work at the beauty of it is, I'm sorry I just had to say it's not only where everything worked but when you're testing, you're going to get an aha, an insight to oh wait a minute. Let's try this,

Unknown Speaker :

right, and then you're also going to find out what really works and

Mark Newsome :

what really

Unknown Speaker :

works then you can just repeat,

Mark Newsome :

and you have a set of timeframes. rinse and repeat what that's what we're talking about laser injury, exactly what he said. Now here's the other point, because this is what we take it to the next level that webinar that you have this recording, basically what you're telling those speed was Look, I'll pay $50 per customer. You take these cars and I'm going to give me a star to 400. So he's got Thomas has an arrangement with the printer, because printers want to recognize. If this guy's got to keep coming back I want him to keep repeating this man or woman, so I'll give them a slight price, you know, a discount to play to come back sometimes get so he starts them off with 100, each. And now the owner of the pizzeria or whatever the place is his current and future employees, if they want get to take these cards. And when they're out and about. They can make people aware this array. What are you talking about, go to this website and take a look 90 minutes you'll know if it's for you or not. Now you see what's happening is he's created a Salesforce. That's commission only results or interest in other words, what the employees here's what they need to figure out terms. What is my ratio. What do you mean, how many of these on average, do I need to give out before produces customer. So let's say the ratio was 10 for every 10 they give away, one customer 10% well how do they double income giveaway 20. And you should get the same 2% to give away 50 the same 10% five. Now here's the point. Let's suppose they give away 100, they get 10 sales at 50, each remember he's paying not for leads for customers, they generated 10 customers, They may gross, an additional 250,000 what Tom's is going to do is put them on the payroll as independent contractors, and he's going to take the taxes and everything out, so they don't have to worry about the taxes at the end of year they just get the statement like everybody else. But here's the beauty of this Thomas here's how you're going to take this to the next level. Thomas tells everybody, every month, I'm running a contest amongst you, who ever produces the most customers. I'm gonna double. Whatever you have come in so in other words, let's suppose you had 14 sales and 14 times. 50 is whatever it is. I'm gonna give you double that. Because he wants them out there. Thomas there's a system I know you're familiar with it and know your audience is familiar with is called the amazing f y l system and ladies and gentlemen. Do not doubt me when I tell you this is powerful. What's FYI l mark that short for flap. Yo, lips. Okay. So in other words, when they're out there talking it up saying hey I'm doing this thing with this local appliance guy and I just made X amount of money, and this month. I was the first. I was a top producer. So you get double what. And remember, Thomas can do this with his many appliance dealers or service providers who are open which Thomas is it okay if I share with your audience, the magic question.

Unknown Speaker :

Yeah, absolutely.

Mark Newsome :

Okay, I'm gonna try it out right now on you laser he has no idea what I'm going to say we're gonna find out this Mr marketing guy has the goods or not. Thomas has the magic question. Is it okay if I periodically refer you know business to customers. Absolutely. Okay, ladies and gentlemen, did you hear that he said he's Oh, okay, and by the same token, as long as it doesn't take away from anything you're currently doing or will be doing in the future. Are you okay with periodically returning the favor. Yes. Ladies and gentlemen, I'm going to translate to you what just happened. The Magic question, swing is a hinge that swings, the door of opportunity open incredibly wide. Statistically speaking as long as you ask the magic question to a vendor or an employee. Anybody who you currently have an established relationship with statistically speaking 95 to 98% of time on the front end at first question, you're going to get an emphatic Yes, and the same ratio applies on the back end. The five to 2% who potentially may say no. Don't even worry about it, pivot. What do you mean more, you move on you said okay well listen I just thought I'd put that out there. We've known each other for a long time, and let's say we're both located in a mini strip mall. Yep. And I said, Yeah, I just thought I'd ask especially during COVID you know I thought we could all use a little more business. So I just thought I'd ask and you move on. If Thomas isn't open or I'm not open, you move on. They I guarantee you there's more vendors out in this environment. And there's everything. That's a fact. Now, here's the point of this. Here's what I meant to translate. He just what Thomas is really saying are any vendor who answers yes on the initial front end, they're telling you what you've not only got access to my current assets resources connections and contacts, but my future ones as well. And the same goes for, for me, he's got access to my current future resources assets connections and contact. So, like he just said a moment ago this is st strategic alliance makes everybody stronger because we're getting access to resources we don't have currently, like for instance, me and other guests appeared on Thomas's podcast. This puts me in front of a whole audience that 99.9% of you had never heard of marketers Miss mark, who's this guy, but I'm leveraging Thomas's network. So I get credit for these people I'm not going no offense. I'm not using paperclip to try to find somebody new. As long as I deliver a message that's practical and usable. I've just opened up the opportunity to meet a whole new group of potentially dynamic entrepreneurs that yesterday. I didn't know, and didn't know how to get access to. That's what's going on here and makes us so powerful. Now, give us the other thing, if Tom says is going on, they say we're two local pizzerias. He has to deal. He says to both owners, I pay a $2,000 bonus every month to whichever one your business is between you and your customers and your vendors who send me the most customers. Now, and oh here's the other thing comes to face it ladies, gentlemen. If you still want to wait a minute mark where's all this money come from. Remember, his ideal customers work for a low of 400 to a high of 10,000 over a five to seven year period or a five to 10 year period whatever the dynamics work out to be. And let me, let me just make something clear when I say a little 400. That doesn't mean the lowest customer spends 400, it means when you average everything out. That's going to be his, his low so for your business ladies, gentlemen, the dynamics, could be 30 and 750 it, you know, all you do is you take the totality of what your ideal customers were, and you divided by the gross amount by the number of customers and that tells you a how much you can afford to now, invest, to get that person through the door, because remember what we're banking on is what we call the back end. What do you mean, Mark, the referrals, the repeat sales, the word of mouth, and mouse, right, because like I said that the

Thomas :

things I noticed about Amazon for example is if I order something right at the bottom, they have this plus this plus this, like, you know, people that ordered this microphone so for example, I like quality gear for the stuff that I do. So when I ordered a microphone it's like people that ordered this microphone ordered this mic stand and they ordered this this pop screen and they ordered right and so they automatically drive the sales in

Mark Newsome :

factor. So,

Thomas :

I'm, and I'm curious. Because I don't, so I don't have an appliance store. Right.

Unknown Speaker :

I have a business where I provide a service

Mark Newsome :

like me. Oh, like,

Thomas :

right. So, how, how does this shift up when you know people don't necessarily come into an office to see me, they can't tangibly touch. What I'm going to deliver which is cash flow planning and business success planning on on how to deal with their finances. So how does somebody like me per se or somebody that offers that kind of service and I know I'm putting you on the spot here because we did

Mark Newsome :

all this is perfect,

Thomas :

but how do we then leverage that kind of, I guess community as well how do we say hey you know here's an offer that I can make for you if you're willing to do this.

Mark Newsome :

Excellent point and first of all let's just make an excellent point. This is what we service providers need to be doing as well, two things. Number one, remember the free drawing. That's how you're going to build your list service providers. The second thing is your secondary gift. A if you don't have one. You can create one and that could be a discount of a popular service. So you look through your bag of goodies Thomas and you said, let me just do a mathematical tabulation of what else my customers get from me. Once I'm through the door. What's the second most requested thing third most of you use one of those as your secondary ethical bribe you say oh Hey Mark, since I'm doing this for you, and you're a VIP customer notice now he's not a customer now he's a VIP customer. You've qualified for a discount and let them choose, you can have X percent off on any of these three additional products of service. Now you get an idea when you tabulate this, this one gets the most requests, this is the thing I lead with, and here's the other thing you now, let your strategic alliance partners, give that away. As a bonus, or testimonial of signing up for service upselling buying a higher great product or service so in other words I'm saying, Mr marketing, I'm going to give away a free 20 minute, no holds barred VIP power session and Thomas is going to give it away, and he's going to have it on his website or he's going to stick it in the actual order, and he's going to say because you're a valued customer of mine. I've convinced my good friend Marc Newson Mr market, to give you a 20 minute power session, go to his calendar is no obligation, Mark is gonna he's gonna crush it with you for 20 minutes and if you decide at the end you want to hire him. Great. If you don't know how it feels. You start doing that. You're going to start making more money, because remember we're not trying to sell our product and service, one time. That's outrageously expensive especially if you use a paid advertising to do it. What we want to do is get them through the door as inexpensively as possible. And then from there, make the lion's share of our money on the back end of the repeat sales or the referrals or whatever. So I would say Tom's as a service provider and let me just use specifically. Let's say you're a tax specialist, two things. You create a free lead magnet giveaway, and then you have this off the cuff in my head so don't hold me over to this but it'd be something like this. Seven little known tax strategies. The IRS definitely does not want you to know about exclamation point that says leave me now, because I also have customers I say hey Thomas, you got a free lead magnet thing giveaway minute that three page special report and a one page cheat sheet, whatever it is, or recording of a 90 Minute Webinar time schedule where Hey man, I'd love to give that away to my customers as opposed to promises of mark you go you go right ahead. And you put a perceived value on it now. Let's say Thomas's time is $350 $350 Let's use 400 $400 an hour. well that thing last a half hour. It's a $200 bag. It's 15 minutes it's, you know, $100 value but you put a perceived value on it, whatever it is. And the point is, you let these people give it away, a Christmas, beginning of New Year's at tax season. Hello, and also to his to your best customer said, you know, rather than buy you a fruit salad, I mean not for selling. What does that be, you know, with the, with the fruit thing is, it looks like a bread thing. No, but I don't think anybody even gives it away anymore, but people used to give this away businesspeople. But anyway, instead of giving you that I convinced my good friend. Thomas, to give you this free special report or webinar recording, because it's tax season, and they give that away to their best customers. And if need be, I don't know really doubt you if Thomas can pay a referral fee he will but even if he doesn't, you're adding a perceived value to your thing. The other thing is once you know what your customers lifetime total value is. Now you can decide, you know what, why don't we do this. You can add my mark, you can add my free giveaway to your thingy will increase the perceived value. And now you tell them hey when you mark, I tell my cousin, you know when you give me a video testimonial, you not only get my thing, but you get this extra free bonus. a 30 minute power consultation with talk taxes. I've talked to Thomas and he's, you know he's got some downtime. He'll fill you in. With his downtime and absolutely no obligation he's told me mark you send these people to me and I am going to do my best in time we put together, to show them where they could be doing better with their taxes or estate planning, whatever it is. Ladies and gentlemen, I'm telling you, you could literally run rings around your competitors because you'll be scratching your head wondering, how's this guy doing this. How is he giving away 30 minutes free, or 45, minutes free and still making it up. Trust me when I tell you ladies know when when you open somebody like tells you though this, there's a lady realtor, and for I didn't know she still is still involved in real estate. She used to get this teach a 90 minute class at the local Adult Education Center, and get the baby to title for clients, how to sell your home without a realtor. Now wait a minute, let me get something straight, she works conditional. Yes. If she doesn't sell she doesn't eat. Correct. Why is she taking the time to go to an adult education center. Now this was pretty COVID nowadays you know right now she just do it virtually but the point is, why is she teaching the class telling people how to bypass her services. You know why. Here's what she found out statistically within eight weeks, a staggering 94% of the people who try to sell their house without a realtor. They throw their hands in an h1. And because she turned them on to these are the clauses you need to contract, this what you need to know about a title company. This is how you qualify prequalify an attorney, guess who they charge you to list your house, income. So you take that template. And you use it. You're the tax specialist site there. Right, so we're having ways to save money on your taxes,

Thomas :

I want to jump in on her on that on that real estate idea because, yeah. Here's what's beautiful about it is you, you can teach them. You give away something till the person hits their next problem. And that's that's essentially what she did there was, there's, there's the, you know, probably 10% of those people that are going to be able to actually move through that process and have the follow through, right, to do to dot all the i's cross all the T's to actually sell their real estate. and they ended up 90%, because she provided value for free. Likely gained their trust apps that conversation. Absolutely. They're just going to turn it over to her. You better believe and say you know what, why don't you list my place I tried this is not for me I'm better off. I'm better off just doing what I do for a living and sadly, you do what you do for a living,

Mark Newsome :

it man. Let me show you how spot on. You're the chiropractor, who charges $400 an hour goes out on the hottest day of the year starts more than line and seven minutes into us is waiting. No, I charge $400 an hour, why don't I just go on Yelp, find somebody local who does this and pay them 270 $5, and go back to the house, and sift eliminate exactly what you're saying. Same concept. Let me take this if I can to another place really quick, because I were going to say, I own a local corner store. Thomas is the appliance dealer again. And we're on a first name basis because every Monday he comes in. He buys a large what we call Big Gold cup of coffee. And I'm gonna show you a strategy for that one second later. And a couple bagels with cream cheese, and we always talk like I find out what's going on with hockey. He asked me about boxing or whatever we have that little five minute conversation he goes on as well. Now let's say on average time spends with me, $12. And let's say I gross. Nine was all said and done, that weekend before Thomas comes in at Monday. He went out and bought a $60,000 Lexus. Right now, he comes in Monday and he tells me about, right, or one minute Thomas you're not the appliance do I want to make you go, you went to the appliance dealer and bought a 70 $500. It was on closeout so you only paid 40 $500 for the 70 $500 home Deluxe entertainment system you're telling me what you got to come by man and next time to Hockey Championships going on because I know once you see hockey on the TV on a 75 inch flat screen and a surround sound man you're gonna like me you're gonna fall in love with the game, I'm thinking about hockey, here's my point. Which transaction was worth more to the, to the vendor is $12 transaction with me, or that 4500 that he paid for the home entertainment Deluxe system which costs them $3,000 so they still gross 1500 dollars. Obviously, it was that now used to point. How much did it cost him to get Thomas in the store a lot. So, would they rather do this. Make me a lead broker lead generator for them, in which I gave Thomas that time sensitive discount coupon to the appliance dealer. He went took advantage of that and they gave me $50 and the guy says Mark soon as you reach $100, or excuse me 100 paid customers. I'll bump you to $75 a week, or to our customer. So for the same transaction now it only cost him $50 to get Thomas in the store and Tom says friends and associates, they're gonna want to know hey man, what's the deal. Thomas is going to have a handful this guy certificates. He's gonna put the 10 day date on it, and he's gonna pass them out, because the appliance dealer gave him 10, and every customer depending on what level they spend that's how many they know to give away, 510 1520, but the point is, I'm doing this with my customers because I got a big giant sign with a cut out that the appliance dealer gave me that says find out how you can win a 70 $500 or $5,000 home entertainment system, ask the owner or cashier for details. So they when they come to LA Nelson to decide, you know

Thomas :

what you just you just sparked something for me. Mark, thank you so it's it's like this it's it's. Here's what here's what just came to me now is that I have a service based business, I have clients that I have been dealing with for a number of years.

Unknown Speaker :

I go out and spend

Thomas :

70 $500 or $10,000 on some, you know, new appliances for the house, they give me a slight discount at the store, but they say to me, you know, in their conversation they find out that I'm in sales, that I have my own business, per se, and they then say look, if you're looking to add some extra value to your customers a value add for your own customers just for knowing you. Here is an opportunity where you can offer your friends family clients a discount at our store for a specified period of time. Here's either the cards, or the link that they can go to. And if you just let them know that, because you're, you know you're happy you bought this here, and you just want to add some more value to your clients where I'm always looking to add more value to my to my clients lives like how can I, how can I give you something that doesn't cost me anything other than a little bit of my time, or my assistance time to send out an email. Yet, in your mind, you're like, you know, these guys are great they're constantly looking for new ways to help me out.

Mark Newsome :

salutely, and take it a step perfect. Second, let's say I'm the appliance dude you know I'm doing for you. I'm gonna make sure I sell you that 70 $500 homeowner payment doctrine at night costs. Because when you put that thing in your house, it's a lead magnet, every Thanksgiving every Christmas when you rock that concert whatever you know group you're into, and you're right all the friends over you order the pizza and you do all that somebody says hey man, what are you don't you get to smoking hot home entertain dogs it's all worth it. I'm glad you asked. You know with the coupon type system coupon. And when you tell other when you go to the Chamber of Commerce make it your virtual. You're going to mention this, and you can see what, how can we do this, because remember, your sisters cousins brothers friend who's the dentist, he or she is gonna want to know about this trust. And I'm going to be happy to give it to the dentist, because they live in a $750,000 house neighborhood, and they give barbecues, and this Look man, look, you start doing this so two things. If you are an appliance dealer or a retail jeweler, please reach out to me I have a rubbish revenue share arrangement that I'd like to share with you. And if you have a rocking podcast like my friend here, and you're proactively looking for guests, as long as your podcast rolls around business entrepreneurship lead generation, all that good stuff. I love to be a guest on the show, because we have a lot to talk about. Outside of that shameless plug but

Unknown Speaker :

how do they get ahold of you.

Mark Newsome :

Ladies and gentlemen, if you'd like to drop by my house, my blog. You can come by and you're invited anytime. It's you, why oh you can, all one word can or should say all one phrase, you can mark it online now.com Don't forget that now my brother always does and he says man your site is not working, I say do you put the now and, oh yeah, you can market online now.com. That's where you can find my house, and I got a free giveaway goodie over there, ethical bribe, some information if you'd like it, you know, strictly volunteer. But ladies and gentlemen we did, we haven't even scratched the surface Thomas let me say this before we got to get out of here because I meant to say this that we got so bogged down with everything. I completely forgot. Ladies and gentlemen, do not forget this. If you are currently rocking social media. And you should be I am Thomas's is the thing to do but don't forget this. You saw recently where the President of United States banned a social media platform, or threatened a ban. It may not be the government. You may wake up one morning and the new executives from Facebook, say you know what, we don't like that. And they shut your account down. And I promise you in a time we've spent together. So where in the world. Somebody just had their account shut down from the first, second or third and final time. You and I are tenants. The Mark Zuckerberg and just world are the landlords, they pull the plug anytime they want for whatever reason, so you should be leveraging social media What do you mean mark, driving the traffic and don't own and don't control to somewhere where you do your blog and try to get them on your email list. Do not try to be everything to all people. You want to be the right thing, to the right person, meaning you want to stay laser target, like if this was a podcast about gardening, it would make no sense for me to come on here yappin all about marketing. So you got to be relevant is what I'm saying. So, do what you can, on social media, but do not put yourself in a position where if they shut you down. You get in the water. Mm hmm. Got to get them to your list. Yeah,

Thomas :

I actually had one of my one of my shows taken off Spotify.

Mark Newsome :

Wow, because

Thomas :

they didn't like our, they didn't like the conversation that we had, they didn't you know whatever some words. I'm sure they have an algorithm that runs in some words that we said they didn't like and they got a notice saying this, this podcast has been has, has been stopped on Spotify Holy smokes you see what I'm talking about ladies that have been referred to me thank you for sharing this powerful,

Mark Newsome :

I'm gonna talk about that but I'm gonna quote you as a source.

Thomas :

Yeah, yeah. No, it's it's what you just said is so important to get, you know, to build your own. It's like building your own vocabulary, you need to build your own resource so that if somebody decides that, you know, they own all your content and I'm all you know I'm involved in a church here a local church and I'm always about, no no no we record our own stuff, we don't go live just to Facebook or YouTube, right, we go through zoom so we can record it, and we own it now. Otherwise, if they ever close us out. Exactly, all of our stuff is

Mark Newsome :

gone. Listen, I know you for me would have pages. Seven, eight years ago I'm rocking home pages, and one of my coaches and mentors Becky joober, God bless him. She kept word we should slip Mark Honey, you need to get your own WordPress blog, I looked into WordPress it's too complicated. One day I woke up and blown up pages and guess what Jim. You violated one of our policies which one they never said jobs, but they shut the account down. That was the wake up call me. Hmm. I got a WordPress self hosted WordPress blog. Yeah, I see being a market of atoms, I still have still logged into the account, and I've since I had 125 pubs, or hubs, which are glorified articles where you know these pop ups, but the point is, I've now rewritten those articles and placed them on my wall. You know okay so the beauty of it is, it was a wake up call I needed to see that so I could grow as an entrepreneur. And I have. And let's jump, even though I'm rocking these guest podcasts, Thomas could decide after go off there's this really wasn't relevant to my eyes and decide not to punch him as his rank, it's his knee. So that's why I have a self hosted WordPress blog. So I could put, I'll be added to Thompson I rarely argue with myself about my content. Say No I'm gonna do it this way and I do a good bad Renoir. I have a screenshot but and I am going to point to wherever you tell me to point to, and I've got this screenshot image of us I'll mention your rocket podcast. And this lithium I hope if you play this back, the third fourth fifth sixth time, I guarantee you're going to have aha moments, I guarantee it.

Thomas :

I love what some of the stuff you shared bar gets really great and even a piece, you know, if we go way back to the beginning the piece about the pizza guy, putting an envelope on the box and creating additional revenue like. I cannot, you know, I cannot stress this enough, in the world of finance the number one key to survival is cashflow. Yeah, number one, you know you. I truly believe in doing an asset sheet every year you know your balance sheet you should you should know the health of your, your assets your liabilities and your assets you should definitely know the health of that, there's no, there's nothing wrong with going through your business and seeing who your top clients are and all of that stuff, it's all valid. However,

Unknown Speaker :

cash flow. If you cannot pay your bills. They will come and they will shut you down. You're not going to be irrelevant,

Mark Newsome :

you know, yeah, you're right. In fact, let's do two quick food stamps because you just opened Pandora's box, I have to piggyback on this Ladies and gentlemen, let me promise you something. I don't care if you invest seven or eight figures a year in social media advertising I'm just going to pick on facebook, facebook, once you stop paying for the ads you can no longer form. Mark Zuckerberg has shut me down. This is not about oh you invested 10 billion with us over the years, you can advertise for free now. No, you can't meet your bills. They're gonna shut you down, so he's but the point he's talking about cash flow laser. I like to say this Thomas with all due respect, when it comes to business cash, not ours is king financially speaking of course all due respect to King, but cash is king. Period. Yeah, you can't meet your obligations, you're done.

Thomas :

There's a piece, there's another piece I want to ask you, Mark. And it's because you know I am quite certain there are people out there that are listening to this episode and maybe they've turned off already or they're still with us. They're getting. They're getting some stress about the idea of asking for referrals, about being a salesman of other things about tide selling all of that stuff. It's gonna bring up. For some people it's gonna bring up some real anxiety and like oh no I don't do that, that's that's you know that's what schmooze II sales people do. I don't do that. So how have you overcome that with people that might be feeling that way because I get it, I understand if you're not willing to step out of your comfort zone and create, you know, sales magnets in the way that works for you. I mean you have to be true to who you are. However, in business one on one. You have to market, and you have to let people know that you exist, and what you're talking about is a real efficient way of marketing yourself and actually paying for results versus just throwing spaghetti at the wall and hope for the best. Absolute so how can people come over get over that idea of, I don't want to be that schmooze II sales

Mark Newsome :

guy. What's an excellent question I think you've already answered it. Look, can I use an example, hopefully that will demonstrate exactly what we're talking about. Yeah, again, let's go back to you being the retail, the retail, you go to a favorite restaurant, you look around and one night you notice, you can only sell luxury cars in the you know where they parked a car

Unknown Speaker :

parking lot.

Mark Newsome :

But Park. Yeah, thanks. Park, you put on your birthday. You go to the owner now remember we're talking about relationship marketing here let's jump tons already knows the owner. So he, let's say on the on the resume he says mark. Listen man, is it okay if I periodically refer you to new business. Now that's the magic question. I say, dude are you are you serious, we got it. Listen, here's what I like to do going forward, every time one of your customers spends over $75 X, you know, I mean, x your variable we don't know what it is. Every time you spend on $75. I want you to give them one of your offer to them, one of your best bottles of wine. I'll pay for it, But you sell it to me at your cost so you're not out of you. And you give them this envelope, and the envelope is co he says, You definitely deserve this and it's got his and some other local coupons vendors and you're not competing. The point being, You're asking for a referral from me to leverage my customers but you're not saying mark. Will you send me business. But in essence, isn't that exactly what's going to happen. So what I'm saying to you, ladies and gentlemen, and I was so perfect I got Thomas got me so excited I normally start my little spiel with this. You've got to think conceptually, what you heard from us today is a plus two. That may not work for you, but will seven plus three. Will nine plus one. Will six plus four will five plus five. Will 15 minus three minus two. Mathematically, is that not all 10. That's what we're talking about. You take these strategies and you put together like you said a hybrid that works for you, exactly where you are right now moving forward. So if you're the type that doesn't like the like I tend to be a little more proactive and you adjust it. And you find a way to conceptually do the same thing to get to that end result. So in other words, you got to think, don't just think linear in other words you see the tree but you don't see the forest. You got to be able to see the possibilities, because I guarantee you like this is the fourth fifth time you replay this ideas will jump out that Thomas and I didn't see. But you see, and you run. That's how you go from working in your business or service to working on it.

Thomas :

That's beautiful. And on that note, I'll ask you again to share your blog post or your website. What is it,

Mark Newsome :

ladies and gentlemen, please drop by my house. Anytime you like, I love to have you. It's you. Why are you all one phrase, you can market online down.com,

Thomas :

you can market online now.com, it's my new friend Mark. Absolutely buddy,

Mark Newsome :

anytime you want to do is to get my friend you please reach out, I'd love to cover.

Thomas :

Thanks so much for joining me today it's been a great pleasure. Likewise,

Mark Newsome :

take care. Stay safe,

Thomas :

and thanks so much to you for joining in and listening to today's show. This is the Blum living podcast we hope you have yourself an amazing day. We look forward to having you join in again or maybe go back and listen to some of our previous episodes. And if you're so inclined, give us a shout out, give us a thumbs up, share it on social media, we'd really appreciate that. All the best. Stay blessed, not mistake.