In this episode, Tara shares the hidden 20% that will make all the difference in how long your customers stay with you and why the advice of just doing 80% will only help you for so long…
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Transcript
Hey, course launchers. In today's episode, I want to talk
Speaker:about the other 20%. Okay, so you've probably been told, it's
Speaker:all about getting 80%, right? Just just work on the 80%, get
Speaker:it 80% of the way there. And it's all good, right? You just
Speaker:have to keep doing the 80%. But today, I want to talk about the
Speaker:other 20%. Because I don't think people spend a lot of time
Speaker:talking about the 20%. Because here's the reality is when
Speaker:you're starting out, when you're working on your MVP, when you're
Speaker:first starting a business, whatever it is, you're putting,
Speaker:you're starting a new product, you're building something new,
Speaker:getting 80% is amazing. Because you are getting out of your
Speaker:head, you're packaging it, you're putting it together,
Speaker:getting something out there, which is so so very important.
Speaker:We talk a lot about that, right? If it's in your head, if it's
Speaker:something that's not out in the world, and people need it.
Speaker:That's a travesty. Right? So the very first step is absolutely
Speaker:100%. Get it out into the world, get it into something that you
Speaker:can sell something that people can consume, that they're
Speaker:getting results from, like 100%, all day long. Go for it. But
Speaker:that's awesome. So however, one day, you actually have to land
Speaker:the plane and do that extra 20%. And I want to talk about why.
Speaker:And I want to talk about how in today's episode so first is the
Speaker:TSS. Like if you think about Tony Robbins, for example, who
Speaker:if you don't know Tony, he is a self or personal development
Speaker:coach. Right. So he has been doing this for 100 years. And,
Speaker:and literally, Tony, actually, he's been doing this for a very,
Speaker:very long time. And he talks about the same things over and
Speaker:over and over and over again. So he isn't recreating the wheel.
Speaker:He isn't like making up new material. He is literally he's
Speaker:had the same programs, in in various modalities for I don't
Speaker:know, maybe 40 years literally is how long he's been doing
Speaker:this. And, and so it's not what he's not doing is recreating
Speaker:things to get to 80% every single time he does a new event,
Speaker:every single time he helps people. He is literally doing
Speaker:the same thing that he has been doing. But each time he is
Speaker:dialing in his craft even more, right. So he has gotten from
Speaker:that 80% to that 20% by repetition by continuing to
Speaker:teach the same thing by getting, you know, so good at helping
Speaker:people and making his message so clear and simplified that he can
Speaker:help people faster than anybody else because he has perfected
Speaker:the art of what he does, right. But when he started he was doing
Speaker:80% In the years that he has been doing the same programs. He
Speaker:has really gotten that whole last 20% dialed in. And because
Speaker:of it, it's made him very successful. This week, one of my
Speaker:mentors Russell Brunson. He is doing
Speaker:your first funnel challenge. And so he is literally showing up
Speaker:every day for about two hours teaching people how to build
Speaker:funnels. Well, Russell has been in this game for a long time, he
Speaker:has probably taught, I don't know, maybe a million people how
Speaker:to build funnels. And I was in one of his high level
Speaker:masterminds years ago, and I tuned in just the other day. In
Speaker:fact, I just went to his live event a couple of weeks ago. And
Speaker:the man is talking about exactly the same things. He has the same
Speaker:stories. He has the same methodologies for how he's
Speaker:teaching what he's teaching. He has books, he has live events,
Speaker:he is doing this challenge. He's doing all these other things,
Speaker:and he's talking about funnels. Do you think that Russell, who
Speaker:has created a billion dollar valuation business is ready to
Speaker:move beyond funnels? Probably, right. But that is what he's
Speaker:teaching. He has perfected the art of funnels, he's perfected
Speaker:the art of teaching people how to create funnels, how to build
Speaker:their businesses, with funnels, and how to get people to move
Speaker:from not thinking that it's, it's something that's for them
Speaker:to, to getting, you know, completely well versed in it and
Speaker:not only that, but you know that you can actually start a
Speaker:business, helping people with funnels. He has been teaching
Speaker:the same thing over and over and over and over and over again.
Speaker:Right when he started it was 80%. Now he's got it dialed in.
Speaker:Now he's taken that last 20% and perfected it, he can help people
Speaker:faster and easier, and in a more clear manner than he could when
Speaker:he first started the 20%. He is also very successful, right? I
Speaker:think about over and over and over again, all of these people.
Speaker:They're not creating things, randomly willy nilly. All the
Speaker:time they have their main offers their main things. And they are,
Speaker:they're working on perfecting them. They're doing the MVP,
Speaker:they're doing the v1, they're doing the v2, they're doing a
Speaker:v3, they're getting to that last 20%. So one of the things that I
Speaker:find fascinating about this world that we live in is I think
Speaker:the message has been lost. For a lot of people where they hear
Speaker:we'll just get to 80%. And then they stop. And what happens is
Speaker:that, when you when you operate it the 80% forever as it as it
Speaker:pertains to your business model. There's, there's always this
Speaker:sense of chaos that's happening, either, from a company
Speaker:perspective, right, you don't have the right systems, you
Speaker:don't have the right teams, you don't have the right things
Speaker:happening, you're sort of making decisions on the fly. And also
Speaker:on the product or service side, right, the customer always feels
Speaker:like you're just sort of making it up, right, you're things just
Speaker:aren't quite dialed in as exactly as they should be.
Speaker:Right. So you've gotten to the 80%, it's great. But at one
Speaker:point in time, it starts to show that last 20% starts to show.
Speaker:And so one of the goals in building your business and
Speaker:getting to the place where you can grow and scale it is to
Speaker:really dial in that last 20%. And in so when you're not doing
Speaker:this, it looks like customers leaving customers not completing
Speaker:your programs, customers are frustrated. They're they're
Speaker:calling with lots of questions, there's miscommunication,
Speaker:there's a lack of sort of consistency and how things are
Speaker:done. That's on the customer side. On the team side, you have
Speaker:turnover, people aren't sure what to do. There's sort of, but
Speaker:I always call it like the conundrum of the Dropbox folder,
Speaker:right? Like you have a million things all over the place,
Speaker:things aren't dialed in you, you're continuously re
Speaker:recreating things, right, it's almost faster to recreate
Speaker:something than it is to find what you have in there. All of
Speaker:that are signs that you need to dial in that 20 That last 20%
Speaker:I'm working with a client right now who has a really awesome
Speaker:thriving business, right, they've been able to dial in
Speaker:their front end, they have a solid offer in terms of
Speaker:fulfillment. But what's happening is that 20% is
Speaker:starting to show to their customers, it's starting to show
Speaker:in the way that they deliver their services, it's starting to
Speaker:show in their communication, it's starting to show in what
Speaker:what what happens is it starts to erode your professionalism,
Speaker:it starts to erode people's confidence. And they start
Speaker:thinking, Well, I don't know, maybe these people aren't who I
Speaker:want to be working with because of X, Y and Z, right? There's
Speaker:just like,
Speaker:certain amount of chaos is always present in a business.
Speaker:Because if it's not, you're not growing, and you're not
Speaker:evolving, and you're not changing, but it's how you deal
Speaker:with that. And at some point saying it's all about the 80%.
Speaker:And being okay with that, when you're serving your customers is
Speaker:going to come back to bite you. And and this particular customer
Speaker:is, is it's interesting. So they have a really strong front end,
Speaker:they're able to get people in, but they're not staying. And
Speaker:they're not attending their higher ticket offers that they
Speaker:have on the back end. And in this, this customers really
Speaker:frustrated by that they're like I don't understand, like we we
Speaker:can get all these people in. And we have all of this content, we
Speaker:have all these things for them. But people aren't showing up,
Speaker:people aren't coming. They're not staying, we have we've hired
Speaker:all of these people to help them get personalized attention,
Speaker:because they're not going through the material. And so it
Speaker:just feels like something's missing. And like, it's that
Speaker:last 20%. So for example, this is a really small example, but
Speaker:I'm gonna give it to you because it is for me, and I'm in this
Speaker:space all the time. But for me, one of the one of the indicators
Speaker:that there's a little bit of this going on and accompany is
Speaker:when they're email auto responders, right? So the
Speaker:reality is people are sending automated messages, but it for
Speaker:me, and again, this is small, but when they're not tagging
Speaker:people when they purchase so they they they fall off or not
Speaker:even purchase but complete an activity that they fall off of
Speaker:that email. Sequence, right once they've done the activity with
Speaker:if you do not have that tag and your customer continues to get
Speaker:things even when they've they've taken that particular action And
Speaker:that is a is a indication that that last 20% is not dialed in,
Speaker:in your company. It's it's such a small thing, but it's, it's so
Speaker:telling. Because if you're trying to sell something, or you
Speaker:want somebody to attend an event, or you want them to do a
Speaker:particular action, and then they do that action, and then you
Speaker:don't actually take them off of the reminders to do that action,
Speaker:there's nothing that makes somebody feel like a number and
Speaker:that they're not important and that you're not paying attention
Speaker:to them. More than than that, because, yes, we all have auto
Speaker:email autoresponders. But don't you really, it just in your
Speaker:heart, feel like when you're reading that message, it's for
Speaker:you. Right, and, and then it has been sent directly from
Speaker:somebody's desk to you. Right? Like, we feel that as a
Speaker:customer. And when there's evidence that we're not actually
Speaker:we're just a number and, and we're not important, that starts
Speaker:to erode, their confidence starts to erode their their
Speaker:ability to see that, well, maybe they're not paying attention to
Speaker:me, maybe this isn't a personalized experience, maybe
Speaker:they can't meet my needs, because they don't even know who
Speaker:I am, or what I need. Those types of things. That last 20%
Speaker:is what will make the difference between you having a customer
Speaker:and keeping them or having a customer and having them leave.
Speaker:And most of the time, people don't even worry about well, it
Speaker:doesn't really matter, right? It doesn't matter if they've bought
Speaker:the ticket to the event tonight, continue to remind them like, I
Speaker:guess it's a good thing that they're getting that no, that
Speaker:shows that you're not paying attention to them, you're not
Speaker:personalizing the experience for them. So if you're using email,
Speaker:auto responder, autoresponders, and you're not tagging people to
Speaker:leave that list, leave those reminders, when they've taken
Speaker:the action you want them to take, you're not using your
Speaker:tools correctly, right.
Speaker:But on the flip side of that, think about what it does to your
Speaker:customers. Right. So I have a dozen dozen examples of that.
Speaker:But I do just want to emphasize that other 20% does make a big
Speaker:difference. How do you welcome somebody in to your program?
Speaker:What do you do when they finish? How do you help them actually go
Speaker:through the program and make sure that they're getting
Speaker:results? What are those personal touches that you're adding, and
Speaker:don't Don't kid yourself, you can add personal experiences and
Speaker:have them automated at the same time. Just pay attention to the
Speaker:details. Right. But the difference between somebody who
Speaker:get it become successful, and the person who does not, is when
Speaker:they have that personalized. And I say personalized, it can be
Speaker:automated, but it's still personalized, personalized
Speaker:approach to their experience and their journey and what they're
Speaker:going through. And you always have to keep that in mind that
Speaker:you're actually serving a person at the end of this, right. You
Speaker:can automate, you can package you can do all the things that
Speaker:you want to do to grow your online business. But at the end
Speaker:of the day, what you're doing is you're literally just serving
Speaker:the person who you are best to serve. And the more you can
Speaker:remember that the more you can remember, like, Oh, I'm like,
Speaker:This person is just sitting in front of me. How can I give them
Speaker:an awesome experience, you can do that by dialing the last in
Speaker:that last 20% it will make the biggest difference in your
Speaker:business, in retaining your customers and, and then taking
Speaker:your customers to the next level. Because the reality is,
Speaker:is it costs a heck of a lot more to get a new customer than it is
Speaker:just to keep the ones that you have. So there you go. That is
Speaker:my tip for today is don't forget about that extra 20%. My
Speaker:disclaimer for this is do not think about the 20% before
Speaker:you've done the 80%. Right, like you've got to get in the game,
Speaker:you've got to get it get it out there into the world, the
Speaker:perfecting part of it, the personalization, part of it,
Speaker:that last 20% comes when you have some experience with your
Speaker:people, right? It comes when you are able to see what they need
Speaker:in order to be successful, some of it that you can anticipate
Speaker:that's what we specialize in is helping people anticipate those
Speaker:things based on when they know they're going to struggle. But
Speaker:either way, don't worry about the 20% before you've done the
Speaker:80% but eventually, you've got to dial in that 20% In order to
Speaker:keep growing so if you're at that place where you're like,
Speaker:you know what things are dialed in, things are great. I've I
Speaker:feel really confident that we're ready to grow and scale. It's
Speaker:time to dial in that extra 20% Alright, there we go. That is my
Speaker:course building tip for today. Enjoy