Shownotes
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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My name is Tara Bryan. I help business owners break into the next level of success by packaging their expertise into an online business. It's my passion to help you find the fastest path to results to create a greater impact and income for you and your tribe.
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Mentioned in this episode:
Gamify My Course Camp
https://bit.ly/2023_Gamify
Transcripts
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
