Episode 166: Predict Your Revenue and Win the Cleaning Super Bowl

Episode 166: Predict Your Revenue and Win the Cleaning Super Bowl

Brandon Condrey:
Professional athletes, they're paid a boatload of money to go play this sport. And it's not just fun for them, you know, like, it's fun when you're a kid. They're trying Super Bowls, they're trying to sell ads. It's a business. So one of the ways that they make themselves better is by reviewing film of the game. So after the game, most NFL teams are on a Monday, sitting down and watching footage of the game. And so each one of those coaches is going to be looking at individual game film for those positions and then talking to those players. Oh, man, you, like, missed that step. If you had just, like, lurched a little bit to the right, you would have gotten out of it, like, whatever it is. So the point of reviewing that film is to recognize your mistakes and get better. And the way that you do that inside of the cleaning company, listening to your sales calls, the best way to predict sales and growth in your business is to watch the replays, right? Watch the replays of your calls. Not only the voice and the tone of the voice and what things are being said and how they're overcoming objections, but also, like, body language and, you know, people pick up on all sorts of stuff. So if it's a zoom call or something in person, definitely review that as well.

Announcer:
Grow your cleaning business, make more money, have more time. This is the Profit Cleaners Podcast with your hosts, Brandon Condrey and Brandon Schoen.

Hey, everybody. Welcome back to another episode of the Profit Cleaners podcast. The only place where you can learn from the top 1% of cleaning business owners from around the world to take it to the next level and win. I'm your host, Brandon Chain. I'm joined by my co host, Brandon Condrey in the house. What's going on, Brandon? Here I am, living the dream. The cleaners are actually here cleaning my house right now, which is why I have headphone phones on.

So they're in the background doing their thing. Living the dream, man. Experiencing the product for yourself. I love it. Um, well, guys, we have an exciting episode for you. We're just going to get right into it. Cause we got coaching calls coming up and other stuff for the day. So we're going to get right into it and talk about how to predict your revenue like Nick Sirianni of the Eagles and win the cleaning Super Bowl.

So we just watched the Super Bowl. It was just this last weekend, if any of you guys are into football. Actually, kind of a fun side note, Kendrick Lamar performed with the super bowl, and that was Brandon and I's Money Trees was the song that we always played in the beginning when we started the cleaning business. Right, Brandon? I do love Kendrick Lamar and I love that halftime show.

The other reason I love the super bowl is that I'm a Broncos fan and I was very much rooting for the Chiefs to lose, and they did by a lot. So that was exciting. Yeah, exactly. I was just looking forward to seeing Taylor Swift's face when they lost. So. But anyways, we don't have to get into that. But guys, today we're going to talk about professional sports teams like the Eagles that just won the Super Bowl.

What do they do to win and how can you apply that to your cleaning business? So we're going to talk about kind of basically what you should be doing, what kind of data and insights you should be looking at with your team to grow your sales and actually be able to predict your sales in your business, which is something a lot of us probably aren't doing or aren't thinking about.

So. So let's jump into it, Brandon. Let's talk about top NFL coaches prepare their teams by reviewing game footage and making data driven adjustments to win big games. So I know this is a Super bowl themed podcast, but in the same vein is Moneyball, which is a movie about baseball, but it's also a book by Mike Lewis. And so if you want to really take the metaphor of sports for a business, go read that book.

It is really fantastic. But okay, so here's the idea, right? The power of watching game film. So professional athletes, they're paid a boatload of money to go play this sport. And it's not just fun for them, you know, like, it's fun when you're a kid. They're trying Super Bowls, they're trying to sell ads. It's a business. So one of the ways that they, you know, make themselves better is by reviewing film of the game.

So after the game, most NFL teams are on a Monday, sitting down and watching footage of the game. And even though, like, we're talking about Nick Sirianni, he's the head coach Eagles, there are probably a dozen coaches on the Eagles. There's a running backs coach and a wide receiver's coach and a quarterback coach. And so each one of those coaches is going to be looking at individual game film for those positions and then talking to those players.

Oh, man, you like missed that step. If you had just like lurched a little bit to the right, you would have gotten out of it, like, whatever it is. So the point of reviewing that film is to recognize your mistakes and get better. And the way that you do that inside of the cleaning company, there's a couple different ways, but we're talking about sales calls, listening to your sales calls.

Uh, so you need to have those calls recorded and then you listen to them as a group. Review it as a group. What could they have done differently to close that deal? Was it a spectacular call? We do this every week. Yeah, absolutely. This, this is huge, guys. And this is really the best way to predict sales and growth in your business is to watch the replays, right?

Watch the replays of your calls. Not only the voice and the tone of the voice and what things are being said and how they're overcoming objections, but also like body language. And, you know, people pick up on all sorts of stuff. So if it's a zoom call or something in person, definitely review that as well. But this reminds me of a great quote from one of my coaches, Ed Mylett, and he always talks about, you want to inspect what you expect.

You want to inspect what you expect. So if you guys expect your business to be growing, you need to be inspecting the day to day sales. What's happening, what things are being said and what's that process look like and how can you make it better? Right? So, and this is again, something that we learned in our coaching calls with 10x Cardone coaching as well. And they talk about the same thing.

Cardone talks about predicting your sales with this exact same principle. So I think there's just so many parallels to professional sports and business. So this is just another one, guys. But. But yeah, let's break it down some more, Brandon. So we're. We're going to watch the game film essentially, right? We're going to watch our sales calls. This is what we do every week on our role play calls, our coaching calls.

We're reviewing the call, revealing, you know, what was said. What else are we doing? Right? We're looking at the tone, the word choice, how we handle objections, body language. The whole exercise is just fun to learn as a team. So, like, we're taking this team metaphor. Like you. Everyone's sitting down in a group in the NFL setting, watching the film and critiquing each other's work. It's the same thing here.

We're not punitive. It's not to, like, make fun of someone for not closing that deal. It's to help them improve and help the team win. So the tone of the call, the pacing, how fast were you talking? Are you saying a lot? Kind of dial back the ums, you know, those types of filler words. And then how are you dealing with things when they say no? You know, how are they handling objections?

Another thing we might be looking at is what kind of questions are you asking? If you're answering yes or no questions, they're not going to get any words out of them. Are you ready to get your clean scheduled? Nope. There's no open door to continue the conversation, so you kind of ask open ended questions. So instead of are you ready to get your cleaning scheduled? Like, I hope all that sounds great, uh, we have an opening on Tuesday at 10:30 or Wednesday at 2:00pm which one would you prefer?

And now you're putting the responsibility on them to tell you if they're going to say neither of those. Oh, I'm really sorry to hear that. Like, are there any other questions that you have that I haven't answered? You're trying to just squeeze more out of them to get more detail out of the lead. Yeah, absolutely. And what's cool, guys is you don't want to just look at what are our best calls.

Like what was the call that went through and converted to a recurring customer on the schedule? Yeah, that's a definitely a great call to review. But more importantly, you also want to look at the bad calls. What are the losing calls? What are the customers that didn't convert and what could we, you know, why didn't they convert? What was the objection? Maybe we could have handled it differently.

Right, so those are the things you can really, really go back and improve. Um, and then this brings up a good structure point. Brandon was mentioning the structure of the call and how you want to be asking those questions. We have a entire script built on this, guys. So if you haven't picked up the sales training, it's in our core program, but we did split it out if you guys want to check that out.

It's got the whole script, the whole sales training we do with our team, these role plays. So it's profitpaneers.com more customers. And that's really where we take you guys through that script. We're not going to do it here on the podcast because it's a lot of details we would go into. But that's essentially the game tape that you want to be analyzing is, you know, how did you greet the customer?

Were you confident? What was the value proposition? Are you explaining the benefits clearly? How are you handling objections? Do you pause? Do you think, do you react emotionally or stay composed? And then on the close, are you making a compelling offer or are you getting stuck? So, and then basically when you watch these replays of your sales calls with your team, you're going to be able to see, oh, man, that was an opportunity for you to say this.

You could have done this better. I really liked how you said this. I liked your tone, but I didn't like how you said 50 times when everyone like Brandon said, it's a team building, it's a culture building activity. And it's actually really fun. It's. Sometimes people get a little nervous when you first start doing this, but once you get in the flow of it, it's really fun. And everyone realizes, yeah, this is a team sport.

We're all getting better, we're all learning from each other's calls. And ultimately everyone's gonna win. Cause they can predict their sales better. Right? So the sales script that Brandon's talking about, that's kind of like your playbook. So you can, you know, learn about that playbook@profitcleaners.com morecustomers and when you're reviewing it, when you're doing the replay thing, you just point back to the playbook like, why did you say that when you could have said this?

So there's a way to do that. The other thing you kind of do is like, if we equate it to practice drills, like, like running drills. So repetition is the key to mastery. So, you know, the more you role play, the more natural the sales becomes. And so that's the whole point. Like, that's the awkwardness that we're trying to overcome. It's weird to pretend to be a customer in front of your coworkers and things like that.

But this is the joke. Like, I mean, this is the. You're mocking up silly scenarios so that when you actually run into the silly scenarios, you are not doing it for the first time. You are essentially visualizing, like, what that's going to feel like and look like in the moment. And then when you're there, your brain remembers, we've talked about this before, we've done this before. So the mock sales calls, the role playing, those are drills, like in our football metaphor here.

So, you know, team members are going to take turns. Some are going to be the prospects, some are going to be the closers. It's fun to have them rotate through these because they will remember a particularly difficult call that they got from a prospect and then they can flip it and put it onto someone else and see how they react. And then everyone learns as a group. You know, like, that's not how I reacted last time I did that call.

And I like how you did it better. Yeah, exactly. And it's just like this constant flow of improvement and constant iteration. Like you, you're never going to be there. It's. There's always something better you can do. Right? And so as you guys are doing this too, remember, it's really important to not just practice like a perfect call every time, right? You want to throw those hooks and those wrenches in there to throw people off.

Because ultimately think about this, guys. When people think about, you know, the customer experience, when people have a really bad customer experience, when something bad happens, those are the things you actually want to practice is how do you overcome and handle the bad situations when something got broken or hopefully not stolen, but maybe it was just miscommunication, maybe the team was late, whatever it might have been, practice those bad scenarios and turning them from a bad situation, a bad feeling, to a really good situation where the customer was like, wow, they're elated, they're surprised, they're overjoyed that you took the time to help them and you added value and you solved the problem for them quickly.

You can solve problems for people quickly and these are the things you want to be. Role playing is not just the good scenarios. Oh, a perfect customer came through and said, yes, yes, yes, I want to sign up. You also want to practice all the bad things. And that's how you're going to get really, really good at that customer experience is, hey, guys, what was a really bad call this week?

Oh, they said this. Let's practice it. Let's practice how we could do it better, right? And then those are the stories, because people will tell stories of you doing great things, but ultimately, if you take a really bad situation and turn it good, those are going to become your raving fan customers. Those are going to be the people that tell even more people you know about a bad situation going good and become your biggest fan.

So when you're practicing those drills, think about that too. Is not just rotating all those things, but think about taking your worst case scenarios. What is the worst case scenario of what could happen in the cleaning business? Practice those things and have your team practice them so they're prepared. When they do come up, they'll handle them so well that people will say, wow, that was amazing. And that's the story they're going to tell about your business.

So the point of those drills is that eventually you get to the point where you can predict customer responses and then once you can do that, you can start putting into a data driven sort of revenue prediction. And in the, in our metaphor here with the super bowl, whatever the Eagles did before coming to the Chiefs, it's not just that they review their own game film. You review the competitors game film also.

And so they had dialed in the Chiefs offense to the point where they knew exactly how to deal with it on the defensive side and they held them to so little points, it was amazing. So the idea is if you can predict the responses of the customers, then you can predict the revenue. So we're going to try and track a bunch of data and we're working on a, you know, a bigger dashboard sort of project that, you know, we might put a public facing view out for some of you guys, certainly the ones that are in the course with profit cleaners so may want to join that sooner than later.

So you can be in on that. But that's profitcleaners.com masterclass to get in on that. But the idea is you need to be tracking some metrics and so some of those are like call to close ratio. So how many leads did we talk to versus how many closes did we get on that given day? What are the conversion rates in general? What's our average invoice size, the objection success rate?

It's kind of a hard one to track in my mind because you would have to log it as. They said no and then I talked to them and then they said yes, but if you can track it, certainly that would be fantastic. But you pool all that data together and then the data starts to tell a story. So one of the things that we're building out now is this public facing, not public facing, internal facing dashboard for all the sales reps so they can see their performance at any given time.

I've talked to this many people today. I close this many. My conversion rate is this, this is the direction it's trending. And then if someone's number starts to look off on those role playing sessions, the team meetings, you know, like what can we do differently? Like that we're trying to turn this around before we get to the end of the month. And we had a terrible month. We're looking at it right now and we, we can see that it's going the wrong direction.

Like let's take some evasive maneuvers. So. And then you put all that together, you know that if we talk to this many people, we close this many. Reverse engineer it. I want to get to a million dollars this year using our Average invoice. I need this many recurring customers. And then because of our lead conversion rate, we need to talk to this many leads because this percentage is going to close and that equals a million bucks.

Like that's the data you do. This is a really simplified version of it. Cause we're on a podcast and I can't show you any spreadsheets. That's how we do things on the back end. Yeah. That's amazing. And that's what Brandon's talking about is what gives you guys clarity, gives your team clarity. It gives our team clarity to basically be in control of the money they want to be earning.

Not only us as a business, but also our sales team and our reps that are on the phone. Because now they have a system to help them, you know, be like, I'm in control if I can see how many, you know, leads I'm talking to, how many I need to talk to to hit my goal. So ultimately this is just a great way to get put everyone in charge of their own numbers so everyone knows their numbers.

And we're doing this, like Brandon said, we're building out this dashboard at a company wide level, but also kind of an individual level where the teams are tracking these KPIs and that gives them more responsibility, more extreme ownership of their own number. So they're not just relying on the company to tracking their own data and they're taking more ownership and initiative. Not only do you not know the best tactics for your market, but it's also all too easy to waste money and get zero results.

Once we started working with Tidy youy Sales, all of this changed. We saved time on following up with customers so we can close more leads. We now have total control of our marketing system so we know 100% what's working for our market. And best of all, the team at Tidy youy Sales is incredibly knowledgeable and they'll work with you one to one to show you what works so you get results fast.

To learn more about working with the incredible team at Tidy your sales, go to profitcleaners.com tidyour sales that's profitcleaners.com tidyoursales right now, just real quick, just a few. I mean, we're not going to dish out the whole KPI dashboard here, but basically you got, like Brandon said, you want to look at how many leads did you get that day, right? And maybe the whole company, but also an individual person.

So you can see, oh, this person's getting way more leads and that's why they're closing way more sales. Right, right. But you also want to say, you know, what are we doing with those leads? Like, how are we following up? Are we calling them, texting them? What are we doing? How many touches, how many times does it take to follow up with them? Right. And then once you do all that, you know, how many did we send estimates to, how many actually closed from those estimates?

Right. So those are, that's kind of a high level view picture. Those aren't, those aren't all the KPIs we're tracking. But essentially, in a nutshell, that's what you guys want to be looking at once you know those numbers. That's also we can do is take those numbers and say, huh, on this part of the process, we're losing a lot of people. We're, you know, whether it's the objections handling or we're not following up appropriately, maybe we need to follow up more often.

So that'll give us a really good indicator of we need to focus more on this area and this area and then we have a really clear picture of how to improve. So I think that's why we're doing it. Right, Brandon? So we have crystal clear vision of the future. And I just like numbers. I mean, you can go overboard. Some things have value. So, so you need to make sure you're tracking the right things.

And that's just another reason to, you know, connect with us on the masterclass side of things. Absolutely. So, yeah, so you're running these drills, you're getting these, this data now, and you can help predict for your business, but also for your team. This is going to get your team more excited too because now they're like more in control of the money they could earn. Right. Instead of it being this ambiguous number that every month it's different.

They can be like, no, I'm going to, I want to make this much income, I need to hit this many sales, this many leads, you know, this many touch points. So it just makes it a lot more predictable. Just like winning the super bowl, if you're watching these game replays, it's a lot more predictable. You can win because you know what to predict. You know what's going on.

So you keep a pulse on your business. So yeah, other than that, the cleaning bowl, Superman, let's see. The cleaning super bowl mentality, like what we always talk about, guys, look, with practice, with repetition, you become great at anything. That's how you become a master at anything. So it's about preparation, execution, winning the game. Just like in real sports, it's just the same in business. So building a championship sales team in your cleaning business, this is how you do it.

This is how we're doing it, this is how we're doing every week is just role playing the script, role playing these objections, role playing the issues that come up, you guys know them just as well as we do. Just role play it, just practice it, right? And this is how you guys stay ahead of the competition, by outworking out, practicing out, strategizing the competition. Because I guarantee your competition is not thinking this way.

They're, they're not thinking through these things, they're not training their teams. And so when you're doing it the right way and your teams get on the phone, the prospect's gonna be blown away. Cause if they've called 10 other companies, most of em didn't answer, most of em didn't call them back. The ones that did answer were very much like, hey, you know what, blah, blah, blah, just very robotic and treating em like, like a big bank would, right?

Versus when you have this kind of training, when you have your teams role playing this and practicing the plays every week, people are going to get on the phone with your team and be like, wow, that company was professional. That was a Super bowl winning cleaning business right there. Because if I can feel it, just like the questions they asked me, their approach, their tone, those guys are champions.

That's what that first impression that you want to kind of impose on your prospects. So, and I think that's, you know, when you train like a champion, when you practice like this, this is the results you can get because you're putting in the time to create that, right Brandon? So, yeah, I mean we've given you all the tools. So you need to watch your replays, that's reviewing the calls, need to refine your approach.

Those are the drills and the role playing. You train like a champion and then you predict success using all that data. So the challenge we have for you guys is record and Review at least 3 of your sales calls this week. You don't have to overcomplicate it. If you're using your cell phone, it has a recording thing built into it. If you're not and you're talking on some office phone, then just put your phone on the table right in front of you and just hit record.

And then you will get some information out of that. The key is to go review it. You know, outside of business hours. If it's just you talk to anyone else you have inside the company, talk to friends and family. Just ask people about it. Like, give me some feedback on this. Yeah. And then if you want to, you know, refine the sales process and grow your revenue, you gotta check out our coaching and training program.

You know, we've talked about it a couple times in this call, but we do a lot of this with people all the time. And you can find more about that@profitcleanjourners.com yeah, go to profit cleaners.com guys/masterclass if you guys want to book a call, get more information on the mentorship that we do. But this is, you know, literally a big part of it is, you know, not just getting your teams in place, training them, but it's getting the customers.

It's the process of getting the leads in and prospecting and the sales process and watching the replays of those sales processes to get better and better and better. So your conversions go up, so your return on investment goes up. So, yeah, we love doing this. We're doing it every week. Come join us in the community and the mastermind. It's a lot of fun. So looking forward to seeing you guys there.

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Hope you guys got a lot of value out of it. We'll see you guys on next week's podcast. And keep it clean. Keep it clean. Thanks for joining us today. To get more info, including show notes, updates, trainings and super cool free stuff, head over to profitcleaners.com and remember, keep it clean.