The Know, Like, and Trust Factor

Increase the Know, Like, and Trust Factor on your Website

Hey, guys! My strategy for you today is the Know, Like and Trust Factor. This was originally published in 2018 and is even more relative today.

I was out and about early this morning. I had to be at the hair stylist by seven o’clock to get my hair done.  The Pet Nanny Coach site is being updated (I can’t wait until you see it!), and I needed some fresh, new photos (if I see that picture of me with Dr. Watson one more time. . . !).

I wanted to get new pictures taken for my new site, and this got me thinking about your websites.  There are so many that I visit and I don’t see anything of you anywhere on your site!

I’m not saying I don’t understand, because I did the same exact thing with my first site. I didn’t want to be anywhere on there. I had pictures of pets everywhere, but Colleen was nowhere to be found until my business coach taught me the importance of the Know, Like and Trust Factor.

What is the Know, Like, and Trust Factor?

So, what is that?  It is giving the people the opportunity to know, like and trust you through your website, because people like doing business with people.

People want to know who the owner of your business is. People want to know who they’re going to trust to come into their homes to care for their most precious pets, and their homes and their prized possessions, and you can do this through your website.

A Challenge – Part One

So, my challenge for you is first, to create a video on the homepage of your website – face to camera. You need to look at the camera and say, “Hi, my name is Colleen Sedgwick. I’m the owner of Pet Nanny, and my pet sitting company rules, and this is why.”.

You want to let them know who you are, what you're about, what you stand for, and what your values are. Click To Tweet I can promise you this – you are going to see a huge uptick in the number of new clients that you get from visitors to your website. They’re going to have a connection with you through the video, and they’re going to get to know, like and trust you.

A Challenge – Part Two

The second part of this challenge is to look at your “About” page and spruce that page up!  Your About page is the second most-visited page on your website, after your homepage. So, you really want to make this page shine.

You want to let people in. Share details about you, such as:

  • Let them know what organizations you belong to.
  • Why did you start this business?
  • Did you have a defining moment in your life that made you say, “Hey, I want to start a pet care service that is extraordinary.”
  • Are you involved in rescues?

Tell them your story

Anything that is going to open a little window into who you are is going to make a huge difference.  Your website visitors are going to begin to know, like and trust you right from the get-go, and you’re going to sign up clients much more easily than when you were not showcasing yourself.

So get out there and complete this challenge!  Create a face to camera video to put on your homepage, and spruce up that “About” page and show people who you are.

All right, guys, I am wishing you a great day. Take care!

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Create an Irresistible Free Offer

Your Irresistible Free Offer (IFO) is how you can capture the contact information of prospects who visit your pet sitting business website.

Author’s Note:  This post was originally published in 2014. I’m republishing it now with a new video and updated with all my current experience and tips!
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Think of the Baskin-Robbins’ iconic pink spoon. This is their IFO, which gives their customers a free taste of ice cream, so they can decide which flavor they want to buy. Ingenious!

When somebody visits your site, they should see your offer and say, “Oh that’s really enticing, I’m going to give them my email address for that.” And then you email them the irresistible free goodie that you promised.

Why do I call it irresistible? Because it needs to be just that. A free walk or a free meet-and-greet is just not going to cut it anymore.

People don’t want to share their email addresses.  Their inboxes are flooded already and they are only going to give you their email address if it’s really something juicy.

Your IFO should give your ideal customer something of value. It also needs to be tempting enough for them to part with their email address.

Your IFO should be displayed on each and every page of your website, along with an opt-in box, where your prospects will give you their first name and/or email address in return for what you’re offering.

What to Offer

My first tip is that I have had the best luck with high-value coupons. I’ve tried PDFs, I’ve tried giveaways, I have tried everything under the sun. What I can tell you is that a high-value coupon with a whole number (rather than a percentage off) has given me the best conversions.

Currently, Pet Nanny is using a high-value coupon.  The offer is shown on each and every page of my website.

The Nurture Sequence

After your prospect gives you their contact information in return for your free offer, they become a “warm prospect.” You should have a well-thought-out, automated follow-up process called a “Nurture Sequence, which gives these prospects added value and makes your pet sitting company the only logical choice to hire.

Throughout the sequence, you are going to let them know all about you and your business, and continue to provide value.  For instance, I offer my list an Ultimate Guide for Mainline Pet Owners, which has all things pets for people that own pets on the mainline.  Things like pet-friendly hotels, walking trails, the best vets, the best pet stores.

The Ultimate Guide is also a great place to feature my referral partners. I add the businesses that refer me to the guide that I give to my prospects.

Then, when they receive their final email you’ll say, “Hey, remember that coupon you opted in for seven days ago? It’s time to take action. Click below to get started.”

The ultimate goal of a nurture sequence is to convert visitors into paying clients at the end. Click To Tweet

This is your strategy.  When someone hits your website, they see the enticing high-value coupon, they give you your email, you put them in your email nurture sequence and tell them all about you and your amazing pet sitting business.

Continue to give them value and at the end of the nurture sequence, they’ll be saying, “Yes this is the pet sitting company that I want to work with.”  That’s the strategy behind it.

Lifetime Customer Value

Now some of you are thinking “why on earth would I give away the farm? And why would I give so much money off a new customer? What if they don’t use me again?”

These are great questions and valid concerns.  I totally get it. But when you identify the lifetime value of your customer, you’re going to understand that offering something like $25 off on the front end is going to be well worth it.

To calculate the lifetime value of your customer, look up the total amount of revenue that your business has made thus far and then divide it by the total number of revenue-generating clients. That will give you a number. This is your average lifetime value of each customer, and how much a customer is going to spend with your company.

I have had customers that have spent $50,000 with my company, and I have had customers that have spent $200 with my company. So what we’re looking for is the average.

So you might think, “Oh my gosh, if someone’s going to spend $2,000, $4,000, $5,000, whatever with your company, do you think it’s worth it giving them $25 off the front end?”  I’d say so.

I think it’s a really good strategy and definitely well worth it. But you know, your client lifetime value may be lower. You might not have as many lifetime clients or as much lifetime revenue as I do.

So figure out what your actual client lifetime revenue is and determine what amount is worth it for you. You want to identify what is enticing and juicy enough to get the ball rolling and get them in the front door with your company.

Recap

So to recap, your irresistible free offer is something juicy, something compelling, something that’s going to make your visitors take action and give you their email address.

Then, you drop them into a nurture email sequence where you educate them about your company.

Your Homework

Your homework is to calculate your average lifetime customer value (calculate the amount of money your pet sitting business has made divided by the number of lifetime generating customers) and identify a high-value coupon amount to offer.

All right guys, I hope you found this helpful, go think of an awesome offer and put this strategy into action in your business right now.

Share The Love

If you like this video, please share it and hit the like button.

I’d love to hear about it and as always, I’m available to answer any questions you may have in our free Facebook group at PetNannyCoachcommunity.com.  Come visit me there and add #ask to your questions and I’ll do my best to answer them all!

Wishing you a great day!

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Create Your Ideal Pet Sitting Client Profile

Create Your Ideal Pet Sitting Client Profile Before Mapping Out Your Pet Sitting Business Plan

Identifying who you want to attract as clients to your pet sitting business is the first thing you should do before mapping out your pet sitting business plan. When you know WHO you want to work with, marketing becomes so much easier!

There are numerous things that universally will constitute an ideal pet sitting client.

  • Those who you really enjoy working with.
  • Those who need your help.
  • Those that value what you offer.
  • Those who can easily be identified and contacted.
  • Those who will happily pay what you are worth without attempting to negotiate.
  • Those who write excellent testimonials for you.
  • Those who will refer you time and time again.

Continue reading

Using Automation in Your Business

Using Automation in Your Pet Sitting Business

First, what actually is automation?

It is taking the manual processes out of your business. Instead, it’s the use of technology and automating various business tasks. Automating a pet sitting business replaces the manual effort needed to execute everyday tasks. Here are some of the benefits of using automation.

It boosts productivity and customer satisfaction, and it aids businesses in cutting costs, streamlining processes.

I love all things streamlining and improving efficiency, which leads to revenue growth and customer satisfaction. It also dramatically minimizes the chances of errors, which brought me to my first experience with automation, finally biting the bullet and investing in scheduling software.

When I was doing everything manually in my pet sitting business, especially the scheduling, mistakes happened quite frequently.

But after I finally, again, bit the bullet and invested in scheduling software, there were no more mistakes with service confirmations, missed visits, or client and pet care information, or tracking payments.

I’m going to tell you the experience I had that led me to finally getting scheduling software. I had an overnight service order for a golden retriever in Gladwyne, Pennsylvania. It was like 15 years ago. I had down the date that I was leaving was X date, and they had it a day later.

I couldn’t have done that date because it was over Easter, and I would be away over Easter. So I don’t know where the miscommunication happened, but this was a manual process back then. This dog was left alone for 24 hours a day.

Being the business owner, that was entirely my fault because I didn’t have a system in place that tracked all of the scheduling or checks and balances, which the scheduling software gives you. This client was super upset, and I don’t blame them. I lost nights and nights of sleep over it.

I woke up in cold sweats, and it was one of the worst feelings I’ve ever had in my life. So from that point forward, I said, “I’m not doing this anymore. I am going to put my big girl pants on, and I’m going to invest in scheduling software.”

Using Automation in Your Business


The benefits of using scheduling software. Number one, it’s peace of mind for you.

I used to wake up like, “Oh my gosh, did I visit that Westie? Oh my gosh, did I see that powered or that cat?” And I’m like, “Oh yeah, yeah, yeah. I did. I did. I did.” But again, it’s all in my head, and it was all on paper.

When you have software that tracks things for you, you don’t have to worry about that anymore. It’s taking up a lot of space in your brain. Trust me. It gives you peace of mind, and then it provides the client with peace of mind.

So not only does it give you a unique selling proposition to give to your customer prospects, but they can know that they can go away or go to work. They can have total peace of mind because they are going through the scheduling or the service confirmation, ensuring that all the requested dates are there.

Then they’ll get confirmations, and then they’ll get notifications when the visits are complete, and then they’ll get communications that the sitter was there or you were there, so on and so forth. So it gives them peace of mind. You can do all of your client and pet profile management.

Back in the day, when I did everything manually, I had them in file folders, which was like crazy. I finally threw them all away, by the way, maybe about three years ago.

I was like, “I don’t need these anymore because everything is online. Everything is tracked inside the software.” Easy scheduling and tracking. Again, the client can book their service online. They can tell you precisely what you want. You or your manager can then go ahead and schedule it, send it to the client, and say, “Hey, is everything on this correct?”

You’re putting that back on them to look at it and say, “Yes, everything’s correct.” Okay, we have an agreement, take payment, and move from there. You can do invoicing all from the same software, which is so easy.

Back then, when I was doing it manually, I would print out Word documents and leave the bill on the counter with a self-addressed envelope and then hope that my clients would get me payment in a quick way. Now they are invoiced ahead of time. We keep a credit card on file. We charge it four days ahead of time.

And then all of our regular clients who use this monthly are on an automatic billing schedule. They know every 30 days they’re going to be billed for the following month, and it just moves so much easier. I used to find checks in my pocket. I’d be like, “Did I deposit that?” It was just a mess. And then you can keep the credit cards on file, which I just mentioned. And then the sitter management and sitter visit tracking are essential.

You can do all your HR stuff right from your software on your sitters, and you can make sure that they are going to the client’s house, what time they show up, what time they leave. They’re going to communicate with the client through the app.

So again, going back to the peace of mind for you and the client, but you, as the pet sitting business owner, can track these people that are out representing your company. When you do all this stuff manually, you’re not using this type of technology; this is all that you’re missing out on. It just makes your life so much easier.

I get asked this question all the time. I think that Time to Pet is the best software on the market. Now, there are many, many to choose from. I’ve heard good things about Precise Petcare. I’ve heard good things about Leashtime, but I would say 99% of my students use Time to Pet, and they love it.

I spoke with Mike yesterday, and he is giving you guys a special link. It’s https://timetopet.com/r/petnannycoach. You’re going to get the regular free 14-day trial. It can’t hurt. Go there and sign up and get the free trial.

If you decide to sign up, he’s also giving members of our community 50% off their first three months. So thank you, Mike, from Time to Pet. He has an amazing platform that I’m just super impressed by. Go check it out. It doesn’t hurt to give it a shot.

If you are on a super budget-friendly option, there is an app called pocketsuite.io. I think it’s around $9 a month, and it’s a straightforward way to get started with technology and using the software. It’s not pet sitting specific, but it’s a scheduling app, and you can accept payments through it.

Some of my students who are just starting opt for this, to begin with. And as soon as things get moving, they’ll move over to Time to Pet or another software.

Marketing Automation

Marketing automation is all about using software to automate marketing activities such as email marketing, social media posting, and ad campaigns such as Facebook Ads or Google AdWords. For example, I use a marketing software called Keep Classic by Infusionsoft. I love it. I’ve used it forever.

However, it’s super expensive, and it has many bells and whistles that you most likely won’t need. One less costly option is MailChimp. For your first 2,000 subscribers, it’s free.

You can try ActiveCampaign for about $10 a month, ConstantContact, or FloDesk. I suggest that all of my students use ActiveCampaign because it’s inexpensive and has all the power that Infusionsoft has. Like anything, with any software, there’s going to be a learning curve, and you need to take the time to learn how to use it so that you can start making money from it and utilizing it.

It’s not sitting there not being used, and you’re just paying this monthly fee. But MailChimp is free. It doesn’t have the same amount of power as ActiveCampaign does. You can check out ActiveCampaign, ConstantContact, or FloDesk.

Let’s talk about an example of a marketing campaign using an email autoresponder like Infusionsoft or ActiveCampaign. We’re going to go over today what I call an opt-in offer.

A prospect hits your website, and you are giving them something of value in exchange for their first name and email address so that you can then market to them to have them become a paying customer with your pet sitting business.

Here’s an example on my website. I offer an information packet, which is pretty much just a condensed version of my website in a PDF format. I give a high-value coupon along with the information packet. The prospect hits my website. They click that “Download Now” button. A pop-up comes up. They give me their first name and email.

Then this starts. It looks like inside Infusionsoft, guys, where it says here the info packet lead magnet. That’s the form. They fill it out on the website, and that’s what triggers the campaign to start. Boom! They go into that first sequence, which is the info packet delivery.

Now, this is what it looks like on the inside of that sequence. The first email they’re going to get is the delivery. They asked for the info packet and coupon, so I am giving it to them. Here’s what you requested. Here it is. Then a day later, I talk about the pain points.

It’s an email talking about how not to make the same mistakes that I did when I hired a pet sitter that lost my dog down the shore. Poor Dr. Watson. That was a terrible story.

But again, it’s speaking to their pain points, and you don’t want to trust any old person to come in and take care of your pet. Again, using a professional service, this is why you want to use a professional service, so on and so forth. Then two days later, I say, “Hey, do you have any questions? And here’s another bonus. I have an ultimate guide for all Main Line pet owners.” So again, I’m giving more value to them.

I’m positioning myself as an expert and the go-to resource for them. They have a whole PDF that’s emailed to them that has all of the local pet hotels and parks and pet shops and vets, so on and so forth. Then four days later, I do the Call To Action.

I say, “Hey, your coupon is about to expire. If you want to sign up for a Pet Nanny service, now is the time to do it. Click here to schedule.” The idea here is by the end of this email sequence that I am going to have converted a prospect into a buyer. If they don’t become a buyer, that’s okay.

Right now might not be the right time for them, but you can still keep in touch with them through other email marketing campaigns and holiday reservation reminder campaigns. You could have pop-up sales. Then, when they are ready to buy, you’re going to be the first person they think of because you have been keeping in contact with them.

Other options for me to get their information on my website. It’s called a red offer, a yellow offer, and a green offer for prospects that hit your site.

The red offer is for people looking for more information, so that’s going to be the information packet and coupon. Then some people are a little more warm, and they’re going to say, “You know what? This looks really good. I’m going to ask for a quote.”

Yes, all of my pricing is on the website, so they can quickly go there and get it, but many people asked for the quote, making it easy for them to do so. So that would be the yellow offer. They’re a little warmer. And then we have the green offer, which is they become a client.

You want to make it easy for your customers to buy from you. Some people are going to hit your website and say, “I am ready to start.” They hit the become a client button. They fill out the form, and then whole different automation starts.

Social Media

You can use tools like Hootsuite, SmarterQueue, Meet Edgar, or Buffer to schedule your social media posts and your social media plan. I used to use Meet Edgar. Now I use SmarterQueue. The cool thing about that software is that they create a library of your posts so that they continuously post over time. So you’re not going to post it once and then go into the abyss and never be seen again.

It’s reutilizing your posts from before, which is fantastic. You can also just use simple Facebook scheduling. They do it right there inside of Facebook.

You click the little clock, and you can schedule all your posts that way. But that way, you’re not doing it. So if you do it only when you think of it, it’s not going to get done is not going to be as effective as if you plan it out and automate the process if that makes sense.

Hiring Automation

Hiring automation is leveraging technology to allow companies to automate recruiting tasks and workflows to increase productivity, accelerate time to fill, reduce cost per hire, and improve the overall talent profile of their organization.

Today, I’m going to show you an example of a hiring campaign that I use inside my business, Pet Nanny-Pet Sitters of The Main Line. The automation is triggered when a a sitter prospect hits my website and fills out the job application.

If you are using ICs, you don’t want to call it a job application. You want to call it a questionnaire. Regardless, they hit the website. They fill that out, and that is going to trigger the automation to start. There’s the form. They fill out the application.

Then the sitter job description is sent to them. If they download the job description, they are given an interview invitation, which has a scheduling link inside. If they schedule the interview, the scheduling software tags them, and then they get their interview prep and confirmation emails.

So again, based upon the action that the sitter prospect is taking, these things happen. If they don’t take action, they don’t move forward in the automation. If they never download the job description, they’re not getting an interview invitation.

If they don’t schedule an interview, they will not get the interview prep and confirmation emails. But it’s taking that manual process. I don’t have to move them through anything manually. It’s based on the actions they’re taking.

It takes a lot of time out of this process. I want to bring you inside the sitter job description sequence. They fill out the application. The job description is emailed to them. That’s right here.

We also send a voicemail that says, “Hey, Jessica, I just sent you the job description. It may end up in your promos folders. If you have a Gmail account, make sure you look in there. Also, look in your junk folder.”

If it didn’t hit their inbox, we want to make sure that they know that it was set. If they don’t download it, we try a second time a day later. And then if they still don’t download it, they’re moving to an inactive prospect. I no longer want to market to this sitter prospect because they didn’t download the job description. So they’re no longer prospects. That’s an example of hiring automation. You can also automate your workflow.

Workflow Automation

Workflow automation is a way to streamline essential processes in your business to minimize delays, so things get done faster. Here are some examples here. If we mail a lockbox to a client, a two-second form is filled out that automatically shoots off an email to the client saying, “Your order for the lockbox has been completed and is on its way to you.”

Suppose someone’s out of the service area. We get lots of requests about pet sitting service that we don’t cover their service area. We can fill out the two-second form, and it automatically sends an email letting them know, “Hey, unfortunately, you’re not in our service area. Here is where you can go to find a reputable professional pet sitter in your area.”

Suppose we want to send referral thank you cards. If I get a referral from a strategic alliance or a client or a friend and send them a Send Out Card with a gift card attached to it, I fill out the SOC referral $5 Starbucks. This card is going to go out and say, “Hey, Jessica, thank you so much for the referral. We always appreciate it. Enjoy a cup of coffee on me at Starbucks.”

We also do this for reviews. If someone leaves a review on Yelp or Google, we will send a thank you. Thank you cards with the Starbucks gift cards, but we make it easy to do so. If I were to do this manually, I would have to write the card out. I’d have to put it in the envelope. I’d have to write out the envelope, put the postage on, bring it out to the mailbox. I mean, how often are you going to do that?

I have it set up that it takes two seconds to fill out this form inside Infusionsoft. Then, it goes to send out cards. Finally, it creates the card and mails it off with a gift card attached to it.

Other ideas for workflow automations are when we need to have a sitter schedule, a pre-departure meeting, a registration meeting, a meet and greet, or schedule an essential pickup. My manager goes into the contact file, fills out this two-second form, and sends those email notifications to the sitter.

She doesn’t have to go back and forth a hundred times with the sitter letting them know. It’s all documented and organized inside Infusionsoft. It takes two seconds to fill out the form. The sitter gets the notification, and then the sitter is to let our manager know that the meeting has been scheduled.

And then Sue will mark the task complete. That way, she knows. “Oh my gosh. I sent the email to Kylie about scheduling a pre-departure meeting. I never heard back from her,” because this goal of the pre-departure meeting being scheduled is still sitting on her dashboard. So it’s a check and balance system too.

Final tip, if you are going to invest in an automation tool, like a scheduling software like Time to Pet, or an email autoresponder like MailChimp or ActiveCampaign, or you’re going to get Hootsuite or Buffer or SmarterQueue, any of these things, take the time to learn how to use them.

These softwares are built to make you money. People ask me all the time, “What about the expense?” If you use these tools, they’re going to make you money.

An expense is when you’re paying for them, but you don’t take the time to learn how to use them. They sit there, and you get charged month after month after month. They’re going to waste. They’re not bringing you, new clients. They’re not bringing you new leads, et cetera. That is when it’s an expense.

Don’t be scared of technology.

Think to yourself, what did I use not to be able to do that I’m terrific at now? Walking, we didn’t know how to walk when we were born. Now I’m an excellent walker. It’s the same thing. It’s a new skill you need to learn, and it’s going to benefit you and your business, and it’s going to help make you more money and give you more freedom in your pet sitting business.

 

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Amazing Customer Experiences

Amazing Pet Sitting Customer Experiences

Please think about your pet sitting customer journey from start to finish. And I want you to think about it from the moment that the customer makes contact with you. It could be the moment they land on your website, or this could be when they call the office.

Create the know, like, trust factor through video on your homepage.

First, let’s talk about the website. Are you creating the know, like, and trust factor through video on your homepage so that if a prospect hits your website and they say, “Oh, let me click play. Oh, wow. This is great.” And you talk about your services; you talk about the value you provide, talk about the benefits, talk about how you are the solution to their problems.

That right away is going to give you a step up above the pet sitting competition. Is your messaging clear? Do your contact forms work? Is your number clickable? Everybody’s on mobile these days. They need to go boop and touch the phone number and have the phone call.

I know that seems so simple, but how many times have you been to a website, and you’re like, “I can’t call the person.” Very simple. Make sure the phone number is clickable.

Load your pet sitting website with social proof from happy customers.

Social proof is free, and it, again, creates that know, like, and trust factor, and it’s going to portray to your prospect that you are the person they want to do business with.

Make sure every website link is going to the right place.

If I sign up for your free offer on your website, is the email being sent? I can’t tell you how many companies I’ve worked with that have that opt-in offer on their website, but then nothing happens on the back end. That’s not a good first impression, especially when they leave you in the trust with their animals and their homes.

Make sure someone answers the phone.

That is a big one, and I have a manager, my client happiness manager, and she is supposed to answer the phone, and if she doesn’t answer the phone, she’s to call back within five minutes. That’s the deal.

If you’re not answering the phone, if you’re the admin and you’re out walking dogs, how long is it taking you to get back to your customer prospects? This is part of the journey. Every five minutes that you let lapse before calling a new customer prospect back, your chances of signing them on as a client drops significantly, so keep that in mind.

Be friendly on the phone.

I had a student once, and we were doing a coaching call, and she just sounded miserable. And people would call her office, and she wasn’t signing clients. I said, “Is this the tone of voice that you’re using when you’re speaking with your clients?” She said, “Yeah. What’s wrong with my tone of voice?”

I’m like, “Well, it’s not very welcoming or friendly.” I was scared to death. It was just a cold feeling. Remember, they are trusting us with their homes and their pets. They want to feel that you are warm, and friendly, and approachable and that they can trust you.

Listen and take good notes.

We all know that everybody loves to talk about their pets. It would be best if you sat back, listen to your customers, write down notes so that you have a clear understanding of precisely what they’re looking for. And say it back to them. Let them know that, “Yes, I am listening to you. I hear what you are saying.” That’s going to go a long way.

Have an easy system or process for customers to get started.

They say, “Okay. This is great. How do I get started?” Is it easy? Always want to make it easy for them to buy from you.

Set clear expectations of what is to happen next.

“Okay, we have you all signed up. This is what’s going to happen next. Your assigned pet care professional will be reaching out to you within” enter the time period.

“You’re also going to be receiving an email that’s going to tell you all about them. X, Y, and Z. You’re also going to receive a welcome packet in your inbox. There are two sets in that welcome packet. Number one. Please fill out the forms. Number two. Update your billing information.” So on and so forth.

They know exactly what their responsibility is and what they can expect on your side.

Reach out to your customers before they depart.

If you are reaching out, how is that? Is it an automated process through an email autoresponder? Are you picking up the phone or calling them?

Regardless, you do want to make that touchpoint. This is going to give them peace of mind, “Okay, this company is on it.” 

Do you have prepared information on how they can prepare for their pet sitting, dog walker, or house sitter? With a simple checklist PDF that they can go, “Oh, this is great information.” They can put it on the counter and make sure they have everything ready.

You’re taking the pressure off of them because you’re giving them exactly what they need to do to prepare for their sitter.

Keep in touch with your customers while they’re away.

If so, how? Do they request how? Did you ask how they want to be kept in touch with? Do they want text messages? Do they want videos? Do they want emails? Do they want phone calls?

You need to set that expectation that you need to ask them first and then follow through with how they want to be communicated with. We had a client once who the sitter was texting every visit with cute pictures, and he was like, “Stop texting me. I am on the beach trying to relax. I do not need to be texted.”

Right there, I went to their onboarding form, and I said, “How do you like to be kept in touch with?” I give them the options. I don’t want to bother my customers who don’t want to be bothered, but if they do want to be bothered, I want to be sending those messages. Make sense?

When a client returns, make sure they were happy with the service.

When they return, what is left for them at the final visit? What are they walking into? Do you reach out or send a survey to make sure they were pleased?

Every time a client ends service with me, they are receiving a survey because I want to make sure they were happy with their pet sitter. And if anything was out of the ordinary or anything went wrong, I want to know so that I can make it better.

What are you doing to Wow them?

Are you sending them a card? Is the sitter leaving a handwritten thank you note for allowing him or her to take care of their pets? Are they leaving a little bag of homemade biscuits? There are a million different things that you can do to really wow your customers.

Stay in touch when they are not actively using your service.

Are you keeping in touch with them? Are you providing value to them with interesting or helpful content? Are you checking in with their furry pals? Are you making quick phone calls, or sending short text messages, or sending a send-out card, “Hey, it’s Colleen from Pet Nanny. I haven’t heard from you guys in a while. I just wanted to see how doctor Watson’s doing. We miss him so much. Let us know if you need anything; we’re always here to help. With warm wags, Colleen.” Something like that. You can do that so easily through sendoutcards.com.

Are you reminding them about upcoming holidays when they may need service?

This is the whole journey. From the time they hit the website, they call the office, how they sign up, is it easy to buy from you? Before they depart, while they’re away, when they return, and while they’re not actively using your service.

 

I tell you, if you do improve it, this is where you are going to set yourself apart from the rest. I see in so many pet sitting groups there are so many pet sitters, “How am I going to make a living doing this?” This is how.

You’re going to attract amazing customers; you’re going to provide genuinely stellar service; they are going to use you over and over again. They’re going to refer you all over town, and this is when business becomes easy.

Howdy, Pet Lover! Are you struggling with attracting new clients to your pet sitting business? Would you like to have a consistent pipeline of new clients coming to your business? Well, wait no longer, my friend. Grab my FREE report, 125 Ways To Get More Pet Sitting Clients. This resource is 100% FREE and is my gift to you. Enjoy!
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The 5 House Marketing Strategy

The 5 House Rule Marketing Strategy

The 5 House Rule or the Forced Referral Marketing Strategy

The name of this strategy is called the five house rule or the forced referral marketing strategy. The idea is if you get pet sitting clients in a neighborhood. Let’s say the client’s names are Paul and Claire.

The 5 House Rule Marketing Strategy


You’re going to say how nice Paul and Claire are and how much you love taking care of their pets. It is customary for the business owner to offer a discount to all of the neighbors as a token of courtesy for your wonderful clients.

The idea is they’re going to then talk to Paul and Claire because they probably know Paul and Claire, since their neighbors, ask them about you, Paul and Claire are going to give you a review, and then you should be getting at least one out of the five sign up as pet sitting clients.

From there, you have five more houses to market to, so on and so forth. Instead of saying, “Hey, Paul and Claire, do you think you could spread the word about my business and give me a referral, tell your neighbors”, they might, they might not.

When you do this, you’re forcing the referral. You’re writing the sales letter, and then the neighbor will then ask your client about you and then give you pet sitting clients referrals that way.

Send a sales and discount letter to the neighbors left and right, and 3 across the street.

Offer them an awesome discount or some incentive to sign up for service. Usually, one out of the five will sign up, and then you’re going to have five more houses, so on and so forth.

It’s personalized.

It’s not just like a mass mailing. “Hey, check out my pet sitting business.” There are some great campaigns and strategies for that too. But this one is a personalized neighborhood, five-house rule marketing strategy.

Howdy, Pet Lover! Are you struggling with attracting new clients to your pet sitting business? Would you like to have a consistent pipeline of new clients coming to your business? Well, wait no longer, my friend. Grab my FREE report, 125 Ways To Get More Pet Sitting Clients. This resource is 100% FREE and is my gift to you. Enjoy!
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How Marketing and Hiring Work Together

How Marketing  and Hiring Work Together

My mission in 2021 is to help as many business owners get their pet sitting clients back after COVID and multiply them to consistent five-figure months. I will be coming here to share some tips, tricks, strategies, mindset stuff because 2020 was a rough year. I want to give back, which is how I’m going to go ahead and do it.

Yesterday, we had an excellent question in the group from Jen Smith. Jen said asked, “Age-old question, do you hire or contract first, or get the new pet sitting clients first? Due to COVID-19, I’m personally working extra jobs by necessity, my kids and bills don’t pay for themselves… what do you do?”

Evaluate where you are in the business.

If right now you were at the Build-up Bill or Build-up Betty stage, the Launch and Grow stage, your focus needs to be on marketing and getting clients.

If you’ve lost a ton of pet sitting clients due to the COVID-19 pandemic, you want to get the marketing back up and focus on filling your client book, and then you want to switch the focus over to the hiring.

Now, when you’re at the Multiply stage, which is there are no more hours to trade for dollars, you are the bottleneck in your business, you’re the one that’s doing everything, you want always to be focused now on hiring and marketing at the same time. They work hand-in-hand.

If you don’t have pet sitting clients and marketing systems in place, don’t focus on hiring all the time.

You need to get to a certain point. You need to get all of these marketing systems and sales systems in place to have the work to give over to your sitters.

You need to have your sales, systems, and support in place.

Refer back to the video at the top of this blog post. You will find there my Multiply Formula. That’s my framework. I teach my students how to multiply their businesses to $10,000 or more a month in revenue.

When you do that, you will have more money, impact, and freedom in your life, but you need to have the three main components all working together. You need to have your sales, systems, and your support. Support is not only a team of pet sitters, but also your admin support and tech support.

How Marketing and Hiring Work Together

 

Have your marketing plan on autopilot.

With your sales systems, you need to have your marketing plan on autopilot, so every week, you have it mapped out, your marketing plan on your marketing calendar, and how you will attract new clients to your business. You always want a pipeline of new clients signing up for your service. You want it systematized, and you want it scheduled, and you want it planned out.

Then you want to wow your customers when they come to your business, really knock their socks off to show them that you are the most outstanding company that they’re going to write great testimonials for and refer you all over town.

Nurture the pet sitting clients already in your client list.

Let them know how much you love and appreciate them and incentivizing them to book service more frequently, and increasing their transaction amount for each invoice by offering different, amazing add-ons and such.

When you have your sales system going, and it’s on autopilot, you go on your networking meetings, meet with your strategic alliances, have your email campaigns going, and have your direct mail campaigns going, etc. You have all of the plans and mapped out; there’s always going to be business coming, there’s always going to be bookings.

Have your recruiting, assessment and onboarding systems in place.

Then you’re also going to have to have the sitters that will be able to handle all of the business. You need to have your recruiting systems in place and attract high-level talent to your business.

You want to have your assessment systems in place. A way to assess these people coming into the pipeline that you’re recruiting, how they will be as sitters once they get started, and then a fantastic onboarding system, which also the assessment kind of goes into the onboarding.

It doesn’t stop after the assessment, but having these unique onboarding systems in place so that by the time they are finished, your sitters are going to go out into the field and do a fantastic job.

You need to define and document your systems and build business hubs to delegate easily.

The idea is the system runs the business, and the person runs the system. You should not be the system in your business.

That’s the problem with most entrepreneurs and pet sitters. They are the system. Their business is in their head. If anything were to happen to them, the business and systems would disappear. You need all three of these pieces working in conjunction for you to be able to consistently create five-figure months, $10,000 or more a month.

Getting back to Jen’s question, you need to build up the client list. When you get to that point where there are no more hours to trade for dollars, we need to focus on the Multiply Framework, which is where your sales system and your support systems will work hand in hand. You have to do the sales part to hire the sitters. You don’t want to bring on many sitters and then not have the work for them.

Manage new pet sitter expectations.

Let them know this is not an overnight thing. This is a slow process. We’re going to bring you on. We’re going to see how you do. We’re going to do this very slowly. We’re going to get feedback from customers, but we will build your book of business within eight to 12 weeks. That is the expectation.

Then also makes you put skin in the game. If you bring these people onto your roster, you need to do your job as the marketer and CEO, as the person that’s meant to get clients for this business to fill your sitters’ schedules.

I used to have all these same concerns. I was like, “Oh, when do I hire? I don’t want to have people sitting on the list.”

When you do all of this, you do not have to worry about it. It all works beautifully together. Market your business consistently, hire consistently, build out your systems, which is my answer to Jen’s question.

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1 Super Simple & Free Marketing Strategy

1 Super Simple & Free Marketing Strategy

Most people forget about their email signature. Number one, email is free. Every time you send an email to either a client or a client prospect in a marketing funnel, you can optimize your email signature with a call to action.

If you’re emailing your customer, you could finish with your name.

“If you were happy with your pet sitting service, please click here to leave a Google review,” or “please click here to leave a Yelp review,” or “please click here to schedule your next service.”

If you’re sending it to a prospect, you can have something like “Click here to follow us on Facebook,” or “follow us on Twitter,” or “follow us on Instagram,” or LinkedIn, or whatever other social media that you’re on.

1 Super Simple & Free Marketing Strategy 2

 

You can send them to a piece of content to warm them up. You can have a call to action to send your customers to a landing page where they’re giving you their name and email address for a coupon, which will then drop them in a follow-up sequence to incentivize them to schedule service with you.

You can have a link for whatever call to action you want. It’s free. And one of the most overlooked marketing strategies there is. Go check out your email signature in your email client and your email autoresponder and have some fun with this.

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