Marketing Automation for Business Growth and Success – 116

Mostafa Hosseini  00:03

Welcome to daily confidence for entrepreneurs. In this episode, you will discover where to start systematizing your sales and marketing machine, what you should look for in a CRM that suits your business to the best, some of the things that you can automate and create leverage and the benefits of creating a marketing system. Today, my guest is Tim Hi Hyde all the way from Australia. Welcome, Tim.

Tim Hyde  00:30

Great to be here. Mostafa. How are you?

Mostafa Hosseini  00:33

Fantastic. What’s the weather like out there?

Tim Hyde  00:37

It’s looking pretty miserable at the moment. But it’s 730 in the morning here. It’s sort of looking like it’s gonna rain yet again. We’ve it’s been raining nonstop. Fantastic.

Mostafa Hosseini  00:47

Well, we got like a good 30 or 40 centimetres dump of snow here. So overnight, couldn’t be hours, it feels cold enough for snow. All right, let me do the proper introduction for Tim and then we’re going to dive into a very interesting conversation about systematizing your sales and marketing. After founding one of Australia’s first social media sites in the late 90s, and spending much of the 2000s teaching marketing agencies how to leverage and the emerging digital marketing space.

Tim has since moved on to help businesses convert more of the attention they create from their marketing efforts. In the last nine years alone, he has worked with more than 1000 businesses, business owners in 37 countries to help them optimize their sales and marketing strategy with a particular focus, marketing systems, sales lifecycle and marketing automation. And ultimately, Tim gives those business owners more time, money and freedom.

Tim also enjoys skiing, coaching kids rugby, board games, and playing basketball. Welcome, Tim.

Tim Hyde  02:07

Most of all, thank you so much for the opportunity to chat with you and, and all our viewers and listeners today, it’s gonna be awesome.

Mostafa Hosseini  02:14

I look forward to this conversation because I was love systematizing and leveraging the things that could be systematized and leveraged. So I mean, huge. I love systematizing and simplifying everything. So I really look forward to this conversation. So let’s dive into it. Tim, what is your story, give us the details as to where you started, and the process to get here and the rest of it.

Tim Hyde  02:42

Yeah, I’m not entirely sure how I got here. To be honest, it’s a sort of convergence of a whole bunch of different life experiences. But I was reflecting the other day on my first mentor, which was my Uncle Scrooge Golden Book. And that was kind of really weird for me to sort of reflect back on it. Because no one in my family has ever been an entrepreneur, no one sort of showed an inkling towards business or anything like that.

And, you know, this, this sort of book as a six year old really fascinated me. And off the back of that I started a circus, I learned a valuable lesson that diving into coins, isn’t very comfortable, right? You want the folding stuff, if you’re going to dive into your money pit, tried a bunch of different entrepreneurial ventures as a teenager, in everything from sort of selling door to door to importing Ugg boots, and, you know, selling those at the local markets.

And then found myself as the eldest son going off to uni, studying it before there was an internet and an in finance and a mate of mine came to me in the late 90s, I was actually working in it with government at the time, and a mate of mine came to me and said, you know, we’re seeing, I guess, this change in how people will interact with information. Gone with the yellow, but the Yellow Pages was becoming a thing that people used to advertise in, and it was going under people’s monitors to raise it to the right ergonomic height.

And not seeing the sort of shift around and people would start typing in, you know, into their keyboard in order to get information from this emerging internet thing. And we thought, okay, well, why don’t we create a website that allows people to sort of talk to each other about stuff that’s interesting to them? And, and share that.

And effectively that was, I guess, what we now know, as a social media, it’s become a thing that people go to. But as I was doing that, we were building a pretty significant audience audience in our hometown, which he was very much focused on. And the thing you know, we had an audience so we thought, okay, well, the easiest way to monetize this is following a newspaper model, have audience approach advertisers, you want to reach that audience?

But what I was seeing Seeing with that was that, you know, from a marketing context is that people would advertise and then they would come back afterwards and say, hey, it didn’t work. And I thought this was a really interesting thing, right? Because as a as an ex coder, as an ex IT guy, I would notice that, you know, when we write code, you know, from the end users perspective, the code if it works, or doesn’t work, but from a coders perspective, it’s broken on line 712, or 6918, or something like that.

And we just fix that one line of code, and we run and compile the code again, and then it works, we get to the next bit of broken code. And until ultimately, we’ve got a program that works just like we’re on stream yard today, and you might be watching on on Facebook, or LinkedIn or wherever. It’s ultimately just a bit of code that says, If I do click this button, it does this thing.

And when I was starting to look at people’s marketing in the same context, you know, we were advertising, we were clearly generating results, but they weren’t getting the outcome that they would, we’re looking for. So you know, that my coding brain was going well, there’s some bit of code that’s broken between awareness of you and your brand, with your potential customers and raving fans.

And if we just fix that one broken part, then it will be more seamless, more effortless, in terms of your ability to attract, convert, and even keep clients in we got out of that, and kind of this is where I find myself now. So I was talking to people about this idea. And they get to keep coming back and say, Hey, Tim, can you tell me more about that? Can you take a look at our, our marketing machine, and find a bit of broken code in it, so we can fix it? And it tracks? You know, it gets clients more effortlessly?

Mostafa Hosseini  06:44

Very interesting. Yeah. So you’ve gone through quite a bit. So what do you do these days? And who do you serve?

Tim Hyde  06:53

So we work with a whole bunch of different business owners everything from sort of coaches, consultants, right through to million dollar plus professional services. I joke and say, we’ve worked with everyone from clairvoyance and sex workers right through to mining companies and, you know, big medical imaging firms. But mostly, my passion is around, you know, working with entrepreneurs who want to make a difference in the world, we can really see a result.

As much as we all love the dollars coming from out of corporate and government, I don’t find it that there’s a sort of exciting and as gives me as much buzz I’m actually working with a business owner, who’s really trying to make a difference in the life in their life, and their families love life for them employees and people that they serve.

And so I like working with, with business owners, who are, you know, the owner operator of the business, at different stages?

Mostafa Hosseini  07:44

Fantastic. If we’re trying so we’re talking about systematizing, your sales and marketing machine today? We’re is the first step and where do we start?

Tim Hyde  08:01

I think it’s really starting with, like some fundamentals of marketing, you know, who’s the customer? Where are they? And what is the journey you want to take them on? Too often, I think I see. We do this thing. And rarely, probably because we’ve grown up with it, right? If we grow up with any sort of commercial TV, and every 15 minutes is show gets interrupted and someone yells at you to stay on the couch and buy their thing.

And it’s gone straight from the United States. This, I guess this history of going straight from, you know, you’ve never heard of me before, but here I am not buying my stuff. And I liken it to going on, you know, imagine going on a sort of first date, or if you are single going out to a club, you know, going up to someone of the you know, the appropriate gender that you’re interested in, and and saying, Hey, you must have heard about it, you know, we shouldn’t have 10 kids together. When you’ve got to ask a lot of people for that before someone says yes.

And old school advertising was very much like that if you yelled at enough people about the thing that you sold, you know, buy a new couch today, here’s a new bed, buy a new refrigerator or a new car. Somebody would say, yes, I need to do that. But it’s very inefficient to do that. And it’s very inefficient to keep going up to people and say, Hey, we should have 10 kids.

Right in the hope that you might find somebody who says yes, a far more effective use of your marketing resources, your marketing and sales resources is to build a longer relationship with somebody in the same way that ultimately we you know, relationships are the currency of business and, and when we build relationships with a significant other person, we don’t go Let’s have 10 kids, we actually go through these stages of relationship growth that we should be doing in our business as well.

And the When we do that, we’re more likely to get the client when they’re ready, the relationship with their client is more likely to be a relationship with them, which lasts longer and is less transactional. So not only is that, okay, yes, we need to be more patient. But the lifetime value of that relationship is then worth, we have less issues with that client because they know who we are and what way they’d like us, which is one of the under, you know, I guess the underestimated things in marketing. Ultimately, we, as consumers don’t necessarily buy the best thing in the world. Right? We bind from something from something or somebody that we’d like.

Mostafa Hosseini  10:44

So we talked about the customer journey map and being with them and building relationships. Now, let’s say that, that I meet a prospect, say on LinkedIn, yay, maybe I reach out, or they they reach out and they are a prospect. How do we go about starting building and maintaining relationships? What’s your approach to that?

Tim Hyde  11:07

Melissa systems come in really handy. And I know a lot of people will talk about using automation to build that relationship. Automation is appropriate in the right context. So the initial connection, request, fine automate that because we want to send out a bunch of connection requests. But in the same way that you would build a relationship with someone important to you, a friend or family member, whatever, remember where the conversation is up to don’t just again, start with, here’s my thing. But right now, we’ve all had those messages on LinkedIn.

And when I’m looking at my inbox right now, and I can see that the top five messages are all Hey, Hi, Tim, you know, here’s my price list, come and buy from me, right? I’m not going to do it. Unless I have a need at that very moment.

Let’s forget that I might have a need for that thing in three weeks time. But at that stage, I forgotten who you are. So if we can have a if we can use my name, and just an Excel spreadsheet if you wanted to, or Google Sheet, something as simple as that if you wanted to use a whiteboard and posted mode, so you can use that to but record the people you’re talking to and go back and build the relationship with them. And what does that look like?

I guess that is the key thing. What do you want them to feel when they engage with you? What is the thing that you want them to do next, and don’t try and jump too far ahead. So if we have a value driven relationship, where we add value to the conversation, we’re more likely to get the thing that we want. In the same way that if we were going to go to a bank, you’ve got to put deposits into a bank before you can take, take money out. Love it. Love it. I mean, there are other ways to do it, obviously.

But that comes with complications, right. But you know, even in a bank or relationship, you need to put deposits into the relationship before you can take things out of the relationship. And so if we frame reframe the conversations we have with the connections we make in that context, what we’ll find is be able to take out a lot more because we’re putting more more in

Mostafa Hosseini  13:05

well that I loved did the idea of adding value. And I know some people are puzzled about adding value, right? What do you guys do? Or how do you or maybe some of your customers add value to prospects and people that have no clue who they are? Before? They say, hey, let’s have 10 kids together?

Tim Hyde  13:27

Yeah, look, you could do stuff like that. The whole thing about social media is that there’s very few people engaging, and it’s difficult to engage with lots of people. Right? And so if you’re doing that little bit more than everybody else, right, so if you pick anybody in your network right now, you’ll probably find that they don’t have many comments on their content. Right.

So if you’re the person who keeps showing up and adding value, not just great posts, Mustafa, right. You write something a little bit more involved that says, hey, Mostafa, I really appreciate your sharing now, my big takeaway from today’s daily confidence on entrepreneur show was that, you know, you look very handsome, or whatever, whatever it happens to be.

Okay. And you do that over time. Right? You will keep popping up in that person’s world. And again, you know, Tim keeps showing up, Tim keeps getting value to me, Tim keeps he you know, when he sees something that’s interesting, he shares my posts and puts me on a pedestal, right, he gives me more exposure. And if you can do that with the prospects in your pipeline, they’ll suddenly start going, I know that guy, he’s showed up before, okay, I recognize that name.

And the first thing we want to do is again, it’s not just we need to make people aware of who we are. Right? By keeping showing up. Okay, now if you’re commenting on their things, and there’s That replying to you guess what the algorithm does, the algorithm puts more of your content in front of that person, because you’re now engaging with them.

And they’re now engaging with you write you this and the algorithms. But this is what happens. If you are liking, sharing, commenting, and they’re doing the same on your stuff, and you’re having conversations in the social chat, you know, your content will appear more in it more in their feed, and they’ll start going, you know, I keep seeing Tim show up.

I keep seeing most of her show up for a secret key, keep seeing Jane show up, that then allows us to take us to the next step, because then we can have a conversation about hey, I’d love to know more about what it is that you do. And how can I help you? What else can I do? Is there someone in my network I can introduce you to?

And just doing these little extra steps in there suddenly goes? Well, actually, you know, I like you now. And that allows us to have a conversation now about well, you know, this is what we do. That might be of assistance for you.

Mostafa Hosseini  16:02

So So are you guys finding that say engaging with a prospect on LinkedIn, or different social platforms? At the end of the day gives us more conversions and say, more business and cash in our account? It

Tim Hyde  16:14

does, it does. Absolutely. And it is a thing, right? If we keep throwing stuff out, and it goes this this is patients, we generally speaking, we’re very impatient people. Okay, and either sale today and either sale today, we’re all about the instant gratification. But if we change the paradigm, if we picked, let’s go 101 We, a lot of us have heard of the Chet Holmes dream 100 clients sort of thing. Right.

And if we were to identify that dream, 100 clients and just connect with those people, right, and start adding value to their conversations, sharing their posts, you know, introducing them to people in our network, right, just 100 people. And you could do that on a spreadsheet pretty easily. When there are tools that we can sort of make it more efficient, but just list for argument’s sake, do it on the spreadsheet. 100 people in month one, you probably wouldn’t sign any clients.

in month two, you probably wouldn’t sign any clients either. And you might think, oh my god, I’m desperate right now. I need clients on the client. So lovely. month three, you may not sign any clients by month four. If you’ve been adding value and building a relationship with these people, you will absolutely sign a client because they’ll go Tim, I’m really interested in what it is that you do we hack on that. How can we find a way to make this work for us?

Because that’s the sort of thing that starts entering into people’s mind if you’re adding value, how can I how can I give back to you? What is it that we can do that is yet that might be an introduction to someone you can work with might be the in bringing anyone as a client by itself. month four, you’re probably signing to clients month five, you might sign five months six, another five months seven, you know, six clients seven clients by month 12 All right, chances are if you’ve identified the right people in the first place, you will have signed 100 clients by using this strategy compared to buy from me buy from me buy from me buy from me

Mostafa Hosseini  18:04

What do you figure so I totally get the the the engagement and relationship building and obviously the long term play with marketing. What do you what do you say to someone that is desperate for cash needs a customer yesterday? And they’re like, I need to pay my bills. I gotta get my business off the ground. What’s What’s What do you figure is like the fastest way to

Tim Hyde  18:38

fast? Well, let’s make some assumptions. Presuming you’ve got a list already. And if you need cash desperately, desperately put an offer out to your list. Okay, make a no brainer compelling offer. If you haven’t read it, go and grab Alex Hormoz is $100 million offers on how to make offers so you know so ridiculously good that people are saying we feel people feel stupid saying no doesn’t have a read of that right craft an offer? They really and just put it out there. Okay. Yes, sometimes we absolutely. We need to, you know, we need to sort of the quick cash.

Right to to feel some sort of hole, throw an offer out there and see who accepts Frank Kern has a good rule. I wrote it down on my whiteboard here the other day, right? Step one secret to marketing is simple. Make more offers, follow up lots and step three. Stay focused on step one and to love it. Sometimes I do need to put offers out into the market and we do pretty much need an offer out of the market all the time. But if we sort of temper this, we’re looking at building a system that continues to generate opportunity for us. Clap the first strategy is probably better.

Mostafa Hosseini  19:54

Love it and if they don’t have a big list, and maybe they have exhausted their list and order list There’s just not that good or responsive? Or is there a quick way to

Tim Hyde  20:08

hit people up? I can get people, you know, everyone knows somebody, even if you don’t have necessarily a big list of people, right? You can go out to people in your network and everybody’s got one, right, your parents are in your, in your network. Right? Your kids friends are in your network, right? Their parents are in your network. And by extension, go out to list and say, Hey, we’re doing this, who do you know, that would be interested, that might be interested in having a conversation about solving this problem?

Mostafa Hosseini  20:39

Got it.

Tim Hyde  20:42

You want to advertise, you got to ask?

Mostafa Hosseini  20:45

Ed. So get out there, if you’re looking and put more offers out there and try different different messaging different offers different methods and see what works. And I think there’s that there’s that trial and error in there as well. And see, you got to try a few different things and see what works best, and then just keep optimizing and improving it from there. Now speaking of optimizing and improving, and automating what are some of the things that we can automate and create leverage?

Tim Hyde  21:17

I think the first place I mean, people think automation and optimization is probably this, you know, this massive, never ending, you know, objective, and it’s okay, don’t get me wrong, it is. But you know, just like trying to eat an elephant, you don’t, you know, add one bite, you’ve got to sort of do it one bit at a time. So I would start to look at the thing that you do repeatedly, every single day, that may not seem like it takes a lot of time. And so it might be sending out an ebook to somebody or, you know, responding to a website request. Might even be, you know, like a follow up email for for a prospect, okay?

Now, if you’ve got a sales team in your business, if they’re not follow sort of doing five follow up messages a day to somebody, they’re probably your pipeline needs some work. But let’s just say this is take them on a quick follow up message. And you can open up your email, and you can type out, you know, hey, must have a just a quick check in how’s things going? You know, have you had a chance to look over our proposal yet? You know, just shoot me a quick yes or no, then you could write that. Now, that doesn’t seem like very long.

But of course, we know that if you’re interrupting what you’re doing to jump on your email and open up and find that contact, and maybe reattach, you know, a PDF document. It takes not very long, take a couple of minutes, maybe three, three minutes. All right, what if we could change that and automate that process. So literally, it not only records the fact that you’ve sent the email in your CRM system, which is where our brain is, it keeps track of what we’re up to, with a click of one button and reduce a two minute task, down to a 10 second task may not seem like very much at the time, right? It only takes me two minutes. Why would I automate that process, right?

But you’re now doing that 345 10 times a day, then you’re doing it 10 times a day, and you’ve taken now 30 minutes of activity, and compressed it into five minutes of activity. You’ve got back 25 minutes a day, right? Let’s just round it up to half an hour for argument’s sake. Well, that’s two and a half hours a week. 150 hours a year. Yeah. That you’ve now got back, that you can now go and apply to something else more prospecting, spending time with your family if you wanted to. So again, it doesn’t seem like very much, but because we do it often. Right, we can get benefit in doing so

Mostafa Hosseini  23:57

100% I think it’s not just the two minutes that it takes. It’s also time before and after that task as well. Like, I need to think about it get prep for doing something getting the mood to do a two minute task. It’s more than two minutes to me. It’s not just the two minutes that we have what it takes to actually do it.

Tim Hyde  24:22

Well, when is it usually thing on people think they can multitask? And women particularly going yeah, we can multitask? Men suck at this, right? But nobody can multitask. Right? We’ve our brains are not designed to multitask. Our brains are designed to focus. So the more times we change activity, the more likely we are to lose those couple of seconds each time. And there’s a really good test to try this. For example, right? I want you to count.

Let’s try this with you if you want most of you going to be my guinea pig for a moment. Okay, I want you to count. Alright, just as to count one to 10 and then a two ones that ABCD E, F, G, H, I, J, Ada J, just do and what will time we’ll, we’ll do this we’ll do this live here. Let’s time you if you just count one to 10, and then a to j. And honestly, I’m a stopwatch and we’ll see how long it takes you to do that that task. Whenever you’re ready.

Mostafa Hosseini  25:15

All right, let’s do it. 123 or four or 56789 10? A, B, C, D, E, F, G, H, I, J. Okay,

Tim Hyde  25:24

six point, there we go. 6.5 seconds. Right. Now that’s focused on one task. Okay. focused on one to 10. Focused on a to J. That’s right. But ultimate, two, one, a two, B, three, C, four. Okay. I was gonna stuffed up. Okay, but let’s try it. Let’s go. Let’s go CFI yet, whenever you’re ready,

Mostafa Hosseini  25:48

let’s see if I even could get it. All right, let’s start. One, a, two, B, three, C, four, D, four, D, five, E, six. F. Yeah, now it’s gonna take a long time

Tim Hyde  26:07

to get any further on, you’re not even agile. Yeah, and it’s already taken, just to get two thirds of the way through that task. It’s now taking you, right? 1415 seconds, right. So you know, really simple exercise that people I think should do and look at, you know, when you do your task rotation in your day, don’t keep jumping back and forth between things. And that’s why, you know, productivity experts will often say, you know, if you’re working on task, close your email down, get rid of all the notifications on your phone and your devices, because what you’ll find is they are actually far more effective. Okay. It’s a bit scary to that.

That’s, I think, a fun exercise that I like to do with people. And when we can, again, when we can sort of focus on a single task, right? So if you’re doing your sales, follow up, do your sales follow up, right, smash it down, and then our, again, systemize, that down to go didn’t mean bang, bang, bang, bang, bang, bang, bang, right. And we save that time, rather than jumping back and forth between different things. Right. And that’s what automation and systemization is really about, it’s about creating more efficiency and effectiveness in the activities that you do.

Mostafa Hosseini  27:14

Absolutely. And if you ever have problem, sales, follow up, you can always call us, and we will just delegate it to us and our team will take care of it for you. If you’re in Canada and US.

Tim Hyde  27:31

That’s wonderful. We’ll find somebody for you if you’re not in Australia.

Mostafa Hosseini  27:35

Absolutely. And I guess you guys would do you guys would do the the, the technology follow up aspects of things.

Tim Hyde  27:44

Yeah, the thing about the technology aspect is, is it’s not necessarily you know, send as a social media message, or, you know, or text message or an email or whatever it happens to be, we can also automate and systemize the manual tasks involved. So if I know that my process is send email, send text message, you know, escalate to phone call, email, super cheap text messaging is a little bit more expensive. You know, having someone pick up the phone and call is more expensive. Again, we’re looking at an efficiency in our process.

If someone who doesn’t respond to the email, I’m gonna send a text, someone who doesn’t respond to the text, I’m gonna actually raise a task, right for someone to pick up the phone and call out to protect 100%. And that’s what we want to say

Mostafa Hosseini  28:31

that we could we could combine it like, to me, it’s a combined effort with like manual things and some automation, right, the business could correct me if I’m wrong, but the business could not be 100% automated, some things need to be done manually at the end. I know some people would love to live in this fairy tale, that everything is going to be 100% automated, but at the end of the day, we need to run the business and do some things. Well,

Tim Hyde  29:00

even in a factory conveyor belt on, you know, let’s let’s go pre industrial revolution, where someone, you know, picked up the tools and did all the craftsmanship, and then hope that wears in the market, you know, and we introduced, you know, factories, and then it start it was just people lined up doing one thing and then passing the bit of work on to the next process. And then we had a conveyor belt that did it. And then we replaced the people on it with robot arms that does stuff. Ultimately, there’s still a person who presses the green button that says go and the red button that says stop on this machine. We’ve just become more efficient at doing that.

 And what are we gonna do is, you know, look, the Industrial Revolution took us several 100 years to get to the point where we are today with robotics, and automation, automation and systemization of production lines. Your business is ultimately a production line as well. your business’s job is to produce customers. Okay, as a byproduct, they get something from you. But your business’s job is to produce profit for you And the more efficient and effective it is, and our conveyor belt of you know, that we do that the more likely the business serves the purpose that it is therefore.

Mostafa Hosseini  30:11

Absolutely, I love that, like your business job is to create profits for you. And, and a lot of in my experience, most business owners don’t even think about that. Like, you need to come up with profits, not just get busy and do things all day long.

Tim Hyde  30:29

Yeah, absolutely. That’s first and foremost, the business’s job is to produce profits for you. And if it’s not doing that, not a business.

Mostafa Hosseini  30:37

Yeah, you’re not. And yes, hopefully,

Tim Hyde  30:40

hopefully, in the process of producing profits for you the byproduct of the business. I did, I don’t want to say the waste product. But the byproduct of producing profits for you is that it gives really customers really good outcomes as well, in a way that they multiply themselves. So it produces more profits for you. And the more we can work on our business, in producing profits, more likely, we are to be able to do the things we want to do when we went into business in the first place.

Mostafa Hosseini  31:08

Absolutely. Tim, what are some of the biggest mistakes that people make around systematizing and automating their business?

Tim Hyde  31:20

First thing is the first thing as you sort of alluded to a couple of minutes ago, is this idea that we need to automate everything. And we don’t want to automate everything we want to automate as appropriate. Let’s take your movie tickets. For example, you know, when you go online, and you buy tickets to the latest blockbuster movie, right? That is a good opportunity for automation, because it adds to the customer experience. It happens a lot. And, you know, it’s time dependent. And you can imagine buying tickets for an 830, you know, movie at six o’clock at night? And of course, no one’s in the office, then and you have to wait till the next morning to get your tickets delivered. Right? It wouldn’t, it wouldn’t work very well.

So we want to think about those those three things, right? You know, is it time dependent, right? Doesn’t happen often. Right? And as an add or subtract from the customer experience. And that’s why you know, phone calls, in many cases are really add value, right? I don’t want to automate the phone call. What I want to do is automate the task for someone to do the phone call.

Mostafa Hosseini  32:25

Okay, what were those three things again? Is it time dependent?

Tim Hyde  32:30

Is it time dependent? Does it need to happen right away? Okay, movie tickets are a good one. Okay, Does it happen often? Reminders, you know, tasks, okay. I mean, everyone said at some point, it’s been a while for me, since I had that sort of reminder to go and get a haircut. But you know, when you book a hiccup, and someone says, Hey, your appointments on today, things like, you know, your meeting reminders for your zoom or your Google meats meetings that pop up and say, hey, don’t forget, you’ve got a call with me tomorrow. thing happens often add or subtract from the customer experience.

Now, if it subtracts from the customer experience, do not do it.

Mostafa Hosseini  33:16

Meaning it if it if it makes a bad customer experience,

Tim Hyde  33:22

if it makes a bad customer experience, do not do it. I don’t care whether it makes good customer experience, but give my say good customer experience or its customer once neutral.

Mostafa Hosseini  33:33

Okay, good or neutral. Okay, rural,

Tim Hyde  33:36

neutral. Okay, delivery of an ebook. Right? Someone requested a thing, and you can deliver it straight away. Okay, excellent. Yeah, that’s a good customer experience. Absolutely. On one I like to do a lot, which is a really quick win for clients as well. Is the the contact form on your website? Yeah. Okay. Often people jump on the website and they go, and then press submit, and it goes, thanks for your inquiry, right.

And that disappears into someone’s inbox, who may be on holidays for a week. And the customer, you know, there’s prospect of the other end is sitting there going, is anyone ever gonna get back to me? All right, we can build an automation in that that says, Alright, thanks for getting in touch. Right. We normally get back to people within two business days. Just to set some expectations. Again, it’s starting to create a good customer experience. While you wait for us. Here’s our FAQ, or here’s something you may not have seen that might add value. Right? And of course, at the same time internally to the business.

What we’ve done is we’ve raised a task that has an a timezone a time limit to it. And if it’s not solved within that time limit, maybe it escalates to somebody, maybe it goes back to the customer and says, Hey, look, you know, we’re super busy right now and you know, Your call is important to us. You know, we were on it, okay, but starts to make And there’s expectation, okay, that adds to the customer experience, it happens pretty often, hopefully, if you if your contact form was working pretty well. Right, and it’s time dependent

Mostafa Hosseini  35:11

on overtime. So my guess would be is that what what people are watching or listening at they need to do is create a list of the things that are time dependent, and they happen often. And those probably would be the things that we need to automate, or maybe things that create a list of things that probably frustrate you. And you don’t want to do and maybe you could automate, or maybe delegate, which is a different story. But

Tim Hyde  35:36

too often we get, I’ve got a diagram I do with people. And I call it my sort of my genius pyramid, right? At the top of the pyramid is the stuff that the genius zone, right? That stuff that grows the business, you love it and you do it all day long. Right? Doesn’t seem like work for you. Right? And you can do it, you know what you’re doing, right? But like that experts own competence own and incompetence own right now, if you sort of picture you know, Pyramid of Giza, kind of thing, you’ll notice that incompetence owns at the bottom right.

And often people get stuck in this zone thinking, Oh my God, I’ll save some money by doing it myself. You know, and that’s not where we want to live, we want to live in our genius zone, stuff that we love doing can do all day long, do it well, doesn’t seem like work drives the business forward, where we really wanted to be doing is flipping that pyramid upside down.

And all the tasks that we’re good at, but don’t really make any difference, or we’re not good at all. We want to delegate those and eliminate them from our business altogether if we can, and automate what we need to.

Mostafa Hosseini  36:37

Fantastic. Love it. Love it. Love it. So let’s talk about CRM, which is what you guys are really good at. And and what you guys is that mainly what you guys focus on the CRM piece?

Tim Hyde  36:53

Is there one piece is just a part of the puzzle, right? So I mean, we use a bunch of different tools for clients, but the CRM is the core of what it is. And see I’m sort of technically stands for customer relationship management. But I want to challenge people to make it think of Contact Relationship Management, relationship management, think of all the contacts that you have. And it’s a tool that allows us to manage those relationships and understand where they’re up to and and what it is that they’re doing. We want to look at it sort of in that, in that context, I think a lot of the CRM is, you know, allows us to record information and our brains are not very good at recording a lot of information. I mean, it does record a lot, but it’s not very easy to get information back.

And there’s this rule called Dunbar’s number that says we can only maintain five intimate relationships. I know five people really, really well, I know what the favorite color, their favorite flower, right when their birthday is, what they’re drinking their coffee, and all those sorts of things. Right? What they did last week, what’s important to them, what’s not important to them? All that sort of stuff, we can maintain 15 close relationships.

Okay, five, intimate 15 Close once, after that, it starts become a bit tenuous, right, 50 100 and so on. 150, okay. And after 150, we start to break the relationships altogether, you might be able to recognize people, but you don’t know anything about them. Don’t know their name, couldn’t recall it, that sort of stuff. Some people are slightly better at this than others.

A CRM allows us to record information about more people. So I know, for example, if we look in our CRM, right, that you run a team of people who help people in USA and Canada, right, do outreach to their, to their network client to their database.

Mostafa Hosseini  38:44

Okay, 100%.

Tim Hyde  38:46

Okay. But there’s we recorded that information. Now, if I have to try and go into my brain to remember that I’m like, crap, you know, can’t remember those things. But our CRM allows us to record it because we can computer systems and technology is very good at doing that sort of stuff.

Mostafa Hosseini  39:06

And so, what should we look for in a CRM that would suit suit, say, my business? What should I be looking for?

Tim Hyde  39:16

We should looking at, I guess, looking at what does that growth, we’re not just where I am now, but where I want to be in five years time. What, what sort of technologies to underwrite, do I need? am I planning on doing a membership platform? am I planning on running courses? The fundamentals of CRM are all the same. It’s gonna record name, email, phone number and a bunch of other information on how many people do I need to have access to my CRM, how big is my list is going to be?

You know, what, automations do I need? Do I need a color do I do or do I need a sales pipeline in my CRM? You know, there’s a bunch of stuff like that. And I think it’s, you know, there’s there’s some core stuff that you probably need, right, right. And then we need to look at what do we need to automate as well as that? Do I need to take sales prema CRM, right? Okay, I’m using another system. Do I need to integrate it? How technical am I?

Right? One of the I think one of the big mistakes is people as they go onto Facebook or LinkedIn, they just go, I need a new CRM, you know, which one should I get? And then he goes, Well, I use this one. It’s amazing. It’s probably the worst question to ask because you don’t know what capability that person has in the business where they’re going, why they made that decision. And it may be completely different from what you need.

Mostafa Hosseini  40:26

100% Yeah, and depending on

Tim Hyde  40:29

depending on the business, they will

Mostafa Hosseini  40:31

vary. What is what is your favorite go to CRM that you guys focus on?

Tim Hyde  40:38

We use a lot so I’ve used I use keep in my business. But you know, we’ve worked with HubSpot with active campaign with high level with Agile with Salesforce. You know, there’s tons of them out there mail and MailChimp is not a CRM, let’s make the quick distinction there. MailChimp is not a CRM MailChimp is an EDM system.

Right? It delivers mail doesn’t record information about your customers. Constant Contact another one again, mail system, not a CRM. You know, we want to look at what is it we need to be able to do with our CRM and with the automation capability that comes along with it. Again, this thing will become the brain of your business. And it’s incredibly, incredibly valuable. If you get it right. Just like a car, oddly enough, right? If you buy a car, unless you’re on holidays, with you and your family and faster than you would otherwise be able to get to your destination. But you need the right car, and you need to learn how to drive it properly.

Mostafa Hosseini  41:39

Absolutely. Do you would you happen to have a list of the top five or 10 things that you guys usually automate?

Tim Hyde  41:51

sales pipeline. First and foremost, that’s an absolutely massive one. If you cannot keep track of your sales opportunities, you will not grow your business. Contact Forms and sort of text or chat widgets on websites. We automate that one. Initial outreach to connections we we often do that one automatic, I won’t automate the follow up and the conversation but I will lose that automate initial outreach to people. connection requests. Passing data between systems is another one. Right?

If you’ve got to pass data, say from your CRM when someone says yes, I want to buy to an ad to your QuickBooks or my mobile zero, you know, your your accounting platform

Mostafa Hosseini  42:42

over and use it. Do you guys use like Zapier for that?

Tim Hyde  42:47

Yeah, we might use Zapier for that some some systems have a native integration between symptoms. So passing data, quite a lot is a useful one even you know, someone logs into us, you know, someone books a meeting through your calendar appointment system, right?

If it’s Calendly, or schedule once or whatever, you know, you want to grab that data and you want to push it into your CRM system. So you know, an advertising data, you could do it manually, but chances are, you’re not going to.

Mostafa Hosseini  43:14

Absolutely, chances are you will probably do it for a week or two and then drop it lets

Tim Hyde  43:20

you know having a record of everybody you’ve ever had a meeting with is valuable.

Mostafa Hosseini  43:26

Now, Tim, we’re talking about a lot of tech stuff. And to some people I know for a fact that tech is like very frustrating and they get dig in anxiety, just hearing the word tech. How complex is this? And is there like a simple simple way to go about this whole thing?

Tim Hyde  43:51

Yeah, I usually say probably 10 steps to, to automating and Systemising your business. Step one is call me and I’ll take care of the other nine. I

Mostafa Hosseini  44:03

love it. Here’s automation and one on one. Step one, call Tim. Step two, stay in touch with him.

Tim Hyde  44:13

Put your put your feet up. Okay, look, there is a there is a thing and again, you know, mapping out their customer journey from you know, how do I make someone become aware of me and how do I move them through to to raving fan? How do I ascend them through our business? You know, once they bought one thing, how do I put the next thing in front of them?

 Like that. And if you map out the ideal journey, as if you only had one customer, you’ll start to look at, well, how can I make that part more efficient? Right? How can I make that part better for the better experience? How can I get the more excited at this stage? Because your customers will go through a range of emotions as they discover who you are right?

When they first discover you would probably want to create curiosity. When they you first pitch them, you want to create hope that you know this problem that they’ve had forever. And then you can finally solve it for them.

Mostafa Hosseini  45:13

Sure, for sure. Cool. Cool. Tim Tebow, please tell us about your complimentary gifts that you’re sharing with our audience. Oh, you’re on mute.

Tim Hyde  45:31

I am doing that was definitely coughing, happy to sort of jump on a call with anybody just to have a quick chat about how you know, we might be able to help you, just to sort of identify some quick wins for you, right, one of my superpowers is, is being able to sort of identify every you know, very, very quickly gaps and holes in your, in your marketing process, where automation might actually really assist with what it is that you’re doing.

Mostafa Hosseini  46:00

Fantastic. I would love it. So the gang, the link is in the descriptions of the show and other comments on social media. And link is win win more clients.com.au forward slash connect. So when more clients.com.au forward slash connect, and the link is in the descriptions of the show, as well. Now, I would recommend definitely reaching out to Tim, get a second opinion, have a conversation with Tim.

And like, like he mentioned, the quick way to automate things is one call Tim to stay in touch with Tim, step three is legs up and drink your coffee and enjoy the rest of your day. You know, and maybe focus on more important things such as lead generation running your business, you know, so these tiny little things such as delivering things and reminding people and all this tech pieces that would, you know, lock you up and stop you from doing things that need to be done, you would delegate that to someone like Tim that specializes in tech and automation, and systemize systematization. And you would just focus on things that actually do matter.

And, you know, focus on the 8020 of your business that 20% of the tasks that you need to do that delivers 80% of your results, and let someone else deal with what they’re good at. Now, Tim, can I ask you some personal questions? All right, what’s a new thing you’ve tried recently, big or small?

Tim Hyde  47:34

A new thing I’ve tried recently and big or small. Let’s see. I made it out to the US recently for a conference. That was that was the first time in 35 years I’ve been to the US which was which was pretty exciting. Right?

What else I tried recently, it was pretty exciting. I tried indoor skydiving. That was a bit fun. I think I would go and do that. Again. I’m not sure that I’m not sure that had the courage to jump out of a perfectly good airplane to do it. But indoors and they have done it already. indoor skydiving was pretty good.

Mostafa Hosseini  48:08

indoor skydiving. Oh, god

Tim Hyde  48:11

it was was pretty good. So I enjoyed that.

Mostafa Hosseini  48:15

Interesting. I haven’t tried out yet. Yeah, a lot of I have to give it a try. I love it. Give me two of your favorite books,

Tim Hyde  48:25

four hour workweek. Tim Ferriss read that quite a few years ago now and probably do to read it again. Actually, one of my big takeaways from that and this was when I was actually sort of still working in corporate wasn’t necessary. I guess you can sort of build this thing and outsource your job and whatever.

But it was more just the takeaway that we we keep talking about this idea of work life balance, right. And a lot of people sort of design kind of their life around the work. Right? I think we should actually flip the paradigm and look at it from a different perspective. How do you design your work around the life you want to

Mostafa Hosseini  49:10

design your work around your life? So you were cutting out for a sec? Is that do you get that out of the four hour workweek.

Tim Hyde  49:17

I thought that was my big takeaway from the four hour workweek. The other one that I think is probably compulsory reading for every business owner would be the E Myth by Michael Gerber. Absolutely. Recommend that one to everybody. It’s a lot about again, it kind of talks about the people because we come into business with these sort of you know three different hats you know, technician, you know, manager entrepreneur. Entrepreneurs are very bad at finishing things.

Mostafa Hosseini  49:46

Absolutely. What I’m what one advice that made a big impact in your life or business.

Tim Hyde  49:55

Um, actually this came from a vitamin, who’s actually not even isn’t at all he’s a, he’s a cop. And he said, If you want to lead, lead, alright, don’t keep looking around over your shoulder to see if people are following.

Mostafa Hosseini  50:10

If you aren’t to lead,

Tim Hyde  50:14

lead, don’t you know manage by committee

Mostafa Hosseini  50:18

on wait for people that show up.

Tim Hyde  50:20

Don’t wait for people to show up lead people will follow. Okay, if you are inspiring enough in the direction you’re going, and you articulate it well enough and tell your story, people will follow you.

Mostafa Hosseini  50:30

Interesting. Love it absolutely love it. Now, I’m Tim, if you had a Facebook or Google ad, where people around the globe with access to internet could see your message, what would your message be for two people on earth?

Tim Hyde  50:48

I think it will be about Greece. And one thing I’ve been looking at a lot about entrepreneurship, right? The people who change the world are the people who believe they can stick at it and have the perseverance to do so.

You know, and if you look, if you’re comfortable being in the sort of unwashed masses of mediocrity, that’s okay to tell you right, right. If you want to get up one day and think, you know, I don’t feel like doing it today. Throw my hands in the air. I think every every entrepreneur in the world is felt like blowing things up entirely. I was having one of those weeks last week, I thought, all right, throw it all away, and start again.

But it’s that grit and determination to do things over a longer period of time, and show up more than the other guy that makes us stand down and be, you know, be the change leaders in our world.

Mostafa Hosseini  51:44

That you have like a resource for that grit grit that you weren’t.

Tim Hyde  51:49

I should create one

Mostafa Hosseini  51:52

friend of mine. Heather appears, Camp bull runs a podcast called guts. Yes, something like that. But if you search her name, she runs a podcast on grit. And she definitely does have grit for sure. And so if you were looking for some some great advice and stuff like that, her podcast would probably be a good one.

Tim Hyde  52:23

Guts, grit and great business. Yes.

Mostafa Hosseini  52:26

From Heather Pierce. Absolutely. And it was wonderful. Absolutely. Well, Pam, this has been a great conversation. And thank you for sharing all the knowledge and wisdom. Is there anything that you would like to talk about or share that we didn’t get a chance to touch on?

Tim Hyde  52:42

Um, look probably only that. I’m an autumn automating. And Systemising your sales and marketing machine seems scary. Right? That seems overwhelming. It seems like there’s a lot of things to do. But if we start just by doing the basics, so just by start doing a lead a couple of little things, what you’ll find is that it’s now starting to free you up to do more. Right.

 It’s one of the big fears of entrepreneurs, I think, particularly when we’re sort of starting out is I don’t know when my next customers coming from. Yeah, and I think the more we can systemize an automate the ability to attract, convert and keep customers, the more confidence we have about the direction we’re going and what we’re doing.

Mostafa Hosseini  53:26

That’s like the biggest piece about business. And I’ve been in the marketing world since God knows 2006 or seven. And the biggest problem for most businesses, that one piece that you mentioned, the lead generation piece, and I’m 100,000% with you like once you figure that out and automate that everything else becomes much easier.

Much easier. Tim, thank you very much, gang. Thank you for joining us if you’ve been watching or listening if you have any questions for Tim and I put it in a comment on social media. We’ll get back to you to get a hold of Tim and get a complimentary call with him to talk about automation of your sales and marketing and systemized. systematizing the whole thing, go to win more clients.com.au forward slash connect and get a hold of Tim and have a conversation. Thank you for joining us.

You’ve been listening to daily confidence for entrepreneurs. And we’ll we’ll see you next week. Bye now.