the 8 hour work week: how to master infusionsoft to make...

The 8 Hour Work Week: How to

Master Infusionsoft to Make More

Money In A Fraction Of The Time

Jermaine Griggs

• Grew up in Long Beach, CA

• Started Hearandplay.com in 2000 with $70

• By 19, we grew to mid-six figure business

• By 21, surpassed seven figures

• Today, our total sales exceed eight figures

• Having bootstrapped, I attribute much of success to the

relationship I have with my customers (which is

strengthened through intelligent automated follow-up)

Who I Am

“The Griggs Quintet”

HearandPlay.com

Let’s Go…

3 Ways To Grow A Business

Get More Customers

Increase Frequency Of

Transactions

Increase Average Size Of

Each Transaction

I Wanted To Take This Further

By Automating This


Get More Customers


Transactions


Each Transaction

• By far, the hardest of the 3 goals.

• That’s why you must “WOW” your first-time buyers.

• You must segment, track and identify trends within this group.

Get More

Customers

Customer Acquisition

Determining First-Time Buyers (Easiest)

• Contact Creation

Action: Will run

actions on new

buying prospects

and customers

(only works in shopping cart)

• Use Queued Fulfillment Action to send “New Customer”

package

• Automatically trigger SendOutCards.com to send thank

you card, gift (starbucks card, cookies, etc), or post card

• Create a task for one of your associates to give them a

“welcome” call

How You Can Use This

• Immediately put them on a sequence to encourage

second sale (as customer is most likely to buy again

while HOT)

• In e-mail communications, acknowledge they are new

and welcome them to the community


• Have delayed e-mails from different team members or

departments that welcome them to the company (letter

from President, letter from Customer Service Director,

etc).

• Tag them appropriately so you can track how many new

customers are being created through the shopping cart

per day/week/month.


“Custom Field Counter” (Intermediate)

• This method works EVERYWHERE (not just on

shopping cart) and can be repurposed in other ways

• Segment first-time buyers from repeat buyers in ongoing

communications by using conditions: “If [Number of

Purchases] = 1” vs “If [Number of Purchases] > 1”


• Use follow up sequences to set benchmarks: “If

[Number of Purchases] still equals 1 after X days,

perform X action.”

• Tag them, create task for phone rep, send direct mail,

send discount promotion to encourage second sale.


Using API To Determine First-Time Buyers

• Replaces “Custom Field Counter” tactic.

• Adds up all orders, past and present.

• Can separate subscriptions from products (e.g. –

“Number of Product Purchases” vs “Number of

Subscription Cycles” vs “Number of Total Transactions”)

• “Bob, I know you’ve purchased several products from us but this is your

first time joining one of our subscription programs and I just want to…”



Get More Customers


Transactions


Each Transaction

R.F.M. Analysis

Recency: How recently did customer purchase?

Frequency: How often do they purchase?

Monetary: How much do they spend?

• Upselling

• Cross-selling

• Bundling

• Payment Plans

• Trials (“Pay Me Later”)

Increase Average

Size Of Each

Transaction

Increasing Order Size

Intelligent Upselling / Cross-selling

Sequence

A

Sequence

B

“Yes” “No”

“Action-Based” Conditional Follow Up

Immediate Follow Up

Continuity Offer On Order Form

Using API To Determine Customer Value (Monetary)

• Send direct mail and premium marketing packages to

customers worth more to you (use data as condition)

• Send targeted promotions only to customers under a

certain monetary threshold: “If [Total Spent] < 100, then

do X”

• Create tasks and appointments for customers in your

“sweet spot” range



Get More Customers


Transactions


Each Transaction

• The same “Number of

Purchases” field can be

used here in an opposite

manner

• Anything over 1

purchase means repeat

buyer

Increase

Frequency

Of Transactions

Increasing Frequency

Using API To Determine Repeat Buyers

• Offering a no-brainer deal to those who have been stuck

on “1 purchase” for a while to encourage 2nd purchase.

• Send gift once customer reaches X purchases

• Create sequence with sole purpose of getting prospect

to increase purchase count by 1 digit per X months.


RFM: “Recency” In Action (And Automated!)

RFM: Automating Reactivation Of Inactive Customers

Using API To Determine Buying Cycles

• Tells you how long it’s taking customer to make

subsequent purchases

• If “Days between 2nd and 3rd equal 0”, that means they

haven’t bought a third time. Likewise, “3rd to 4th,” “4 to

5th”

• Use conditions to acknowledge how long of a break they

took and how happy you are to have them back.


• Export these fields to excel and figure out, on average,

how long it’s taking ALL customers to make 2nd, 3rd, 4th,

and 5th purchases.

• Design promotions around these average buying cycle

lengths


• Subscription

cancellations threaten

optimal frequency.

• Make aggressive

offers on cancellation

confirmation page to

reactivate

membership

Immediately Reactivating Cancellations

Combine For Maximum Results!

Get More Customers


Transactions


Each Transaction

How To Get Insane Direct Mail Conversions

Recency: Take all clients with “Purchased In Last 30

Days” tag (aka – your “hotlines”)

Frequency: Take all clients with over X transactions in

“Number of Purchases” custom field (e.g. – 5)

Monetary: Take all clients with over $X in “Total Spent”

custom field (e.g. – “Over $400”)

The clients with all 3 factors TRUE will convert like crazy!

Invest the time to set it up…

And let automation virtually

run your business on autopilot

3 Types Of People

• Those that MAKE things happen

• Those that WATCH things happen

• Those That Are WONDERING What Just Happened

the 8 hour work week: how to master infusionsoft to make...

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