Episode 1: The Power Of the Human Connection By Kody Bateman with Matt Scherb and Host Robert Cairns
Show Notes
Hi, this is Rob Cairns CEO and Chief Creator of Amazing Ideas at Stunning Digital Marketing . This week I had the pleasure of chatting with my good friend Matt Schreb about Cody Bateman’s book, The Power of human connection, how relationship marketing is transforming the way people succeed. This book will change your lives. And I suggested by go out and get it if you’re not convinced Now, listen to the little chat that Matt and I have. And you’ll love it even more. Matt and I first met at a BTC PayPal event in October in Toronto, that sat down beside me, we struck up a conversation. And that was just started building our relationship. And we actually have a really good one, we chat we text. We stay in touch. And that’s really important. And that’s how you start a relationship. So without further ado, let me bring you the interview that Matt and I did together. I’m really excited to share this one with you. It’s, as I say, Great book. And actually, it’s my favorite book of 2018. Here’s the interview with Matt treb. And about Cody’s book, the power of the human connection. Okay, everybody, I’m here with my friend, Matt. And what I want to talk about today is this amazing book that Matt gifted me called the power to human connection by Cody Bateman. And I have to say, it’s probably one of the best books I’ve ever read. I don’t say that lightly. I’m mostly You know, I’m a book a week reader guy. So I’ve always got a book on the go. This one, I’m actually on my second reader right now. So that tells you something. And it’s just inspiring. And it talks about why we need to get back to relationship marketing instead of August, email marketing and all this other stuff we do. And I just want to say thanks to Matt, for joining me. And, Matt, why don’t you tell us a little bit about what you do first of all?
Matt
Well, first of all, thank you so much, Robert, I’m thrilled, you know, I had a contest I was running and you were gifted this book, and I was thrilled when you you want it, which is awesome. You’re actually the first winner of the book, which was fantastic. You had lots of time to do your second read already. But you know, my background has been more so in the entrepreneur side. And being an entrepreneur for the last 1314 years, a lot of things have shifted. In the, I’ll say in the in the social media space. I’m a business coach at the core, and I build connections for people. And you know, if if I’m networking with someone, I’m also a member of business networking, international DNI. And for me, it’s all about the network network being my network. And so you have to build relationships. It’s not about building a business card Rolodex, it’s building relationships that are deeper than just the card, even go to a networking event, and glean lots of cards. We were sitting next to each other at an event a couple months back. And, you know, yeah, we connected, we chatted, but it wasn’t about Oh, thanks for your card, Robert, we got it, we got to do this right away, and you know, sell this and buy this. It’s about fostering a relationship getting older person. And so that’s really what the last 14 years has culminated for me with regards to this. And so human connection is huge, huge.
Rob
It sure is. And I show you something, I have something in front of me and Matt doesn’t carry a business card. What Matt actually said to me was, can I have your mailing address, and this is the card that Matt sent me. I still have it, it sits on my desk. And Matt sent me a couple others he sent me a picture of amber back and I from that event, which I which I really appreciate up on my wall and, and things like that. And just the fact that you take the time to connect with people. And you know, I think most people don’t get the value of networking and don’t get the value of why we network and how we network and, and they think oh, if I do all this email marketing, I’ll get that sale. Well, you know, I was talking to a mentor of mine at work camp guy by name of Paul Toby. And Paul is an email marketing master. He’s really good at it. And as he says it’s getting harder and harder to get stuff into somebody’s inbox by the day. And it’s far better off, I think, in fostering relationship and getting that. One other thing. Cody talks about his multiple touch points in this. Yep. Yeah. And do you want to share your views on that and sort of talk a little bit about that?
Matt
mean, a lot of things in life are an 8020 rule. And the way it’s shifting is and where we really focus on is a 20% marketing 80% relationship. And so That that marketing, we still have to market and I don’t say don’t do email marketing, but just add some extra, extra tangible touches. Because you want to be celebrating people you want to be celebrating whether it’s their birthday. So use a car dealership, for instance, if they were to do five touches with a client, for those touches should be more of a, just a connection or relationship and one of those so 20% one, one fifth would be the sale, whether it’s inviting them to an event or something like that. So really, those four touches could be thanks for being my customer, you know, celebrating them for a certain time of the year, maybe it’s their birthday, or celebrating the holidays, or a new year event. But before reaching out to them with nothing. With no hidden agenda, we had a sale, it’s all about just making sure that you’re staying on top of mind. And that whether it’s in real estate, whether it’s a car, whether it’s a mortgage agent, whether it’s a massage therapist, it’s so important to build that relationship. And you can do that so easily by by focusing on that five, five touch and making four of those be relationship based.
Rob
That is so true. I mean, I know one of the things I’ve always done is, if I go to a conference, and I pick up a business card, I’ll send an email and say thank you. And I really enjoyed the conversation about x y Zed that we had. And that’s not a sale, that’s not a sale. It’s about saying there’s somebody, I appreciate your time, time is valuable. We all know that. And so just saying, you know, and then let it go from there. And I mean, you I think Cody talks and correct me if I’m wrong, something that takes about 14 touches is that is that
Matt
there’s a lot of studies that took place, it’s anywhere from 10 to 14 touches to really solidify as a sale. Yeah. And even then, as long as you’ve gone down the road of solidifying it through relationships. Otherwise, it could be longer. And you know, you can see that in real estate, you can see that in really any business, it takes time to build that relationship, it takes time to foster that sale.
Rob
The other thing Cody talks about that I really like is he talks about three types of leads. And one is the cold lead one is a cool lead. And one is I believe it’s a warm lead it is one and we talk about that a lot with you know, online, we talked about those same terms we’ve known in traffic, what type of traffic to have a website, when you’re running an ad, is it a cool lead? Is it a warm lead, and it makes you think about what type of customer that you have, and how that customer sort of pertains. And he says really, what you want to do is take somebody who’s a cold lead and move them up to a cooler lead, and a cool lead up to a warm lead. Because we all know it’s easier to deal with warm leads than it is to deal with the other two. Right? Right.
Matt
And once you get them up to the warm or hot stage, you want to keep them there as opposed to letting it fall down again, it was an example a friend of mine, Gail, she’s a real estate agent in Kalamazoo, Michigan. She’s also written up in the book. And she’s gone from an environment where she was doing more cold calling and new business collection to almost being 100% referral. Now, on generation upon generation upon generation, you know, referrals, were just celebrating one person has turned into dealing with their entire family and starting at a young age and working all the way through to their teenage ages. It’s phenomenal from that perspective, it is it is more cost effective to deal with a warm lead than it is a cold, you’re going to put a lot more effort into a cold lead. No, no people that know like and trust you are going to be a lot more cost effective for you in the long run.
Rob
No, no kidding. My mom, a shout out to my mom, they say is a real estate agent. She’s in her 70s she’s been in the business for over 40 years. And I would bet you in my mom’s case 90% of our business is referral base. So it’s all relationships. And the real estate business is the one business that really is relationship based more than most other businesses. I mean, some are I mean, I know when I go into a store that you know, I know people are working on commission and if I’ve got sales guy like Coco back to the same but even that’s changing because of things like Amazon and it’s turning into a price based on a referral based and real estate just seems and I think part of it in that business is the high ticket value of the item. You really need to have somebody you can trust you’re dealing with million dollar homes, you’re not dealing with $100 books, right.
Matt
But you don’t even have the luxury car market and granted you’re dealing with a very large you’re dealing with someone’s largest investment you deal with homes, but even in the luxury car market or even in the car market. There’s lots of opportunity there the number of times I need. You don’t drive right Robert? No, I don’t. Right. But I’ve got friends that drive and they’ve never heard from the dealership before. After they drive off the lot, I’ve heard that they know how much they earn, because they had to file for their financing. They know the birthdays, they know all this information. But once that sales done, it’s over, it doesn’t matter. I mean, some companies are better at this than others. But it’s amazing, you know, you can go in and say, my pockets are open, I’d like to buy a car. And then you’ll hear from I’ve got an example where I just had a lease end, and I wanted to buy a new car, I never heard from the person either I said, I’m ready to buy.
Rob
Yeah, and I’m one of the things people even do, like in my business of being a marketer. And, you know, that’s kind of what I do is they get people often what I call maintenance contracts, and or care contracts, or whatever verbiage you want to use. And then they run these maintenance contracts that say, secure your website, but the clients never hear from them. So at the end of the year, what happens is the client says, I spent 1000 bucks, but I really didn’t get anything. Well, you did, but they don’t see the perceived value because there’s no touches, you know, and that’s a problem. Like you got it, you got to stay in contact, and it doesn’t, it doesn’t take much you can
Matt
you mentioned that there’s a there’s an internet marketer. And what she had found is she’s got these membership programs. And on average, people were sticking probably in the 60 to 90 day range. Right, whether she was providing value, some stayed longer, because providing more value for what they were looking for. But what she found is when they were coming into our funnel on her website, she immediately reached out with a tangible touch to them, whether it was brownies or a card, whatever the case may be what she found, but then staying in touch with them, rather than having an average 60 to 90 day, she’s actually looking at six to eight months that they’re staying on your membership program. Yeah. And have that costume and machine of, of a card with with stamps on it to being able to triple or double your retention rate. You can’t quantify why you can’t quantify it, but it’s quite immense.
Rob
Yeah, I am. I do a couple of things. I one, I have a newsletter that goes out on a weekly basis. I’m in the middle of revamping it. You say Why? Well, it’s just staying in contact to I can email my care clients on a regular basis, like every six weeks and just say, Hi, how are you? Is there anything I can do for you? Happy birthday, by the way I read something about you in the media to Southern mentioned worked really good. Not even a heart sale? Just Just say hi, how are you? Um, that alone converts back to I probably get 95% renewals on my care packages just because of the touches. And he’s not the only one. By the way. Cody Santo wonder talks about multiple touches, there’s a marketer, and you might know him called Neil Patel. If you’ve heard him, Neil. Neil actually talks about the role of sevens. So Neil actually believes you have to at least seven touches, if not more to. So he’s in that same mindset. We all know that. They have to go after touch people in multiple ways. And some of it could even be not even NASA, it could be you see somebody with a problem on social media, so help them like help them, give them give them some help. Um, one of the things I think, you know, I do is I do a daily minute Facebook life that I shoot off, and it’s just to help tip. Yeah, and, and people love that kind of stuff. Because then they say, really? Can I get some more help? And then and then you start having conversations and then go from there? Yeah, absolutely. Videos are great way to help too. In the automated world.
Matt
Well, you never know where it ends up, either. I mean, I’ve been to events where I’ve done some Facebook Lives, I go to events, oh, aren’t you the guy that does this, this, this happens to me all
the time
Phenomenal, because you don’t know where it ends up? You’ve created video content that’s for generations to come. It’s not going anywhere?
Rob
No, it’s it’s so true. The other thing Cody really talks about is the value of the CRM doesn’t need any. And you know, I have to tell you, my CRM has been a bit of a mess. And because of this book, I’ve actually reworked my entire CRM in the last week, I sat down, and I recategorize everything and I said, there’s stuff missing over here. I need to fix this before January one, and I’ve probably put, I don’t know, 35 hours on the road and in hotel rooms and stuff working on my CRM. And you know, he talks about the value of that. Do you want to speak about that? A little? Yeah, absolutely.
Matt
You know, there’s there’s different levels of CRMs out there, you can take it right down to the level of capturing what emails you’ve sent to clients, you can capture. Really, it’s a wide array of what you have, what the phone conversation was, you can record phone conversations, but it doesn’t have to be that complex. Ultimately, you know, depending on how you’re going to be touching your client. Just even having a data base. You know, the number of times I talk to clients saying, I got their name on LinkedIn, but I don’t have I don’t have any contact details. I can’t phone them or anything. That’s good because you can reach out to them and dm them, but it’s not really going to give you what you need. But if you can get something that possibly has their anniversary date, yeah, it could be marital anniversary, but possibly their anniversary date of when they started working with you. So you can celebrate that, yeah. Or having their birthday or having their family birthdays. It’s It’s magical. From that perspective. You know, I have a friend who, who’s in the toner business, which is not a really sexy business.
Matt
But it’s a tough business margins aren’t that great. They sell the printer, they put the database together. And in the database, they put the date that the person that acquired the printer, a coffee, they send a card out a birthday card to the printer, not to the owner, I wish them a happy birthday saying Hey, take the day off. Oops, sorry, we forgot you have to work today. So it’s kind of cute. See, it’s kind of fun. But then they also reach out to the owner and let the owner know, hey, it’s been a year, you might want to increase your service or have a service called clean your printer. So that has increased to their margins, because they’re now doing higher margin or the cleaning of this printer, the drums and things like that. Well, after they do the printers servicing, they send a card from the printer to the owner, thanking them for a spa day.
16:10
Now this all
16:11
around, because you’ve got to know the date that the printer was sold to them, you’ve got to know what kind of a printer is. But you also want to have the owner’s name. And so it brings it together. Now this is all cute and fine. But that doesn’t mean and I just say people apply that to your business. What could you do? Right? If you’re a massage therapist, if you’re a car salesperson, if you’re a real estate agent, do a house a bursary car. Yeah, right? It doesn’t have to be their marital anniversary or do both. But again, you’re creating those touch points. But the cuter it is, the more fun and the more memorable, you make it for you. And
Rob
you know, the industry that does that very well. It’s a veteran is a vet industry. We did a vet switch a couple months ago, probably four months ago, we had issues with one of our dogs walking and we our vet a regular that wouldn’t take him. They just didn’t have the space even though it was an emergency. So we said forget to switch vet. And the vet we switch to actually sent us a card from our dog saying thank you for taking care of me with a picture of him took at the vet on the car. Yep. And and I remember seeing this, and my wife looks at me and says you want to see this? And I said, Oh, why Joe? And she said you’re a marketer, you’re gonna get this. And I said, Oh, I do. I said, I liked them when we walked in, but the fact that they did a follow up with a card and a picture of our dog on the card, it goes a mile and the card is actually hanging over my wife’s computer on a bulletin board. So that tells you and they and they make it fun. And they do that. And that’s really a cool idea. And it’s just, you know, they, and it resonates with me because there’s a picture of your dog in front. Yeah, it’s awesome. That’s really cool. Yeah, it is. And they’re local, which is even better. So they’re, they’re in this area. So yeah, um, you know, I mean, other than Cody talks about that I really like and you’ve seen my email tag. So you know, my email tag says, like 90% mindset and 10% execution. And Cody talks about the value of mindset, being an entrepreneur, and he talks about multiple licenses. You have the financial blueprint, and he sort of talks about and what he kind of alludes to is entrepreneurs kind of want more, don’t they the good ones all the time. And he talks about this in multiple ways through his book. And, you know, I and I think sometimes people mistake being wanting more for being conceited, or being boisterous. I don’t think that’s necessarily the case, I think a good entrepreneur wants to build this business so much more. I know, I’m always looking for more in a million ways, you’re looking for more rain, or we wouldn’t be doing what we do. Do you want to talk
Matt
about that a little bit? Well, you know, ultimately, you know, we want to do more, because we can then give give more as well, it’s not sort of just getting it to stick to your ribs, obviously, you know, you want to make sure that that your needs are satisfied. But when you have more people that have a tendency to feel that it’s conceited, or it’s an issue or coming from a place of lack. And so there’s one of the mindsets. And so when you come from a place of abundance, it’s what do you do with your money. And a mentor of mine once said, you know, money is an amplifier of your life. I agree. Think about it. If you are a very mean person, money is going to amplify that you’ll be meaner, but if you’re a very loving and caring person, you’ll find ways to spend it to amplify love and generosity. And so really, it’s important. I mean, money is important. From the perspective of you want to have more you want to be able to give more and do more things in life. And the more you can give back, the better it’s going to be I mean it goes out and one of the captions from one of my friends is you put it out in slices, a couple Back in lows, it’s it comes back.
Rob
And they can’t. And the other fun thing is when you give back, it’s giving back in the expertise of what you do. So I’ll give an example of that. One of the events that is dear to my heart, and I think I’ve talked to you about is the Ontario police Memorial, which is the first Sunday in in May every I have been involved in the memorial in the social media team in the ice cream team for that for next year will be the 11th year. And one of my good friends is gentlemen, my name is Scott Mills cuts to social media officer for Trump, please. So I got involved via Scott many years ago. And, you know, a lot of people will come to me and say, aren’t you involved with Scott Memorial who don’t know me? And it’s unreal? And it’s? And they’ll say, Why have you been Ross on because we’ve been giving back to the community. And that’s really important to take one year talents and give back a little bit. And I think that’s really important. And I think you got to kind of pick your spots, too, because there are organizations that will sit there and ask for stuff even though they can afford it. I’ve been through that, too. We’ve all been through that. And then there’s the ones who really need to help. And I think you need to kind of look at it and say, Where does it fall? And what what should I get involved with? And you know, what I need to do? That kind of thing. Absolutely. So anyway, I think, you know, kind of summing it up. I think anybody who wants to get their head wrapped around marketing should read this book. I really do. There’s also another group out there. We’re talking about we’re talking about Cody’s book called drift. I know if heard about the guys from drift, DC and DJ they do a podcast called seeking wisdom. And what drift works about talks about is conversational marketing. So it’s very much relationship cut marketing. So they, they they they call conversation, but it comes back to the same thing. I mean, and they’re doing really well. They’ve taken their marketing agency, and they’ve gone from 90 people a year ago. And I think those listening to a urine podcast says we’re up to like 250 or something. I think I think we’re starting to have people start to realize that relationships are more and more they require work. We know that I mean, even if it’s, you know, funny, the quick five minute Facebook chats You and I have in between doing a million other things. We’re all busy, but you got to work. And then and that’s what people don’t understand is you got to work harder and harder at relationships today than you did 10 years ago too, because, you know, cell phones getting away computers getting away. Family demands getting away, right. And then I think a lot of it too is is having family behind you that support what you’re doing as well. I think that’s really important. If your family’s not aligned with your goals as an entrepreneurial human connection or not, you’re not going to get it right. So absolutely. So anyway, Matt, happy holidays. Thank you very much.
Matt
And thank you so much for this opportunity. And certainly I’m glad you enjoyed the book. And thanks so much. Have a really great new year that’s coming up, make it an epic year next year, and all the best to you. Thank you
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