The 8 Hour Work Week: How to Master Infusionsoft to Make More Money In A Fraction Of The Time Jermaine Griggs
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The 8 Hour Work Week: How to
Master Infusionsoft to Make More
Money In A Fraction Of The Time
Jermaine Griggs
• Grew up in Long Beach, CA
• Started Hearandplay.com in 2000 with $70
• By 19, we grew to mid-six figure business
• By 21, surpassed seven figures
• Today, our total sales exceed eight figures
• Having bootstrapped, I attribute much of success to the
relationship I have with my customers (which is
strengthened through intelligent automated follow-up)
Who I Am
“The Griggs Quintet”
HearandPlay.com
Let’s Go…
3 Ways To Grow A Business
Get More Customers
Increase Frequency Of
Transactions
Increase Average Size Of
Each Transaction
I Wanted To Take This Further
By Automating This
3 Ways To Grow A Business
Get More Customers
Increase Frequency Of
Transactions
Increase Average Size Of
Each Transaction
• By far, the hardest of the 3 goals.
• That’s why you must “WOW” your first-time buyers.
• You must segment, track and identify trends within this group.
Get More
Customers
Customer Acquisition
Determining First-Time Buyers (Easiest)
• Contact Creation
Action: Will run
actions on new
buying prospects
and customers
(only works in shopping cart)
• Use Queued Fulfillment Action to send “New Customer”
package
• Automatically trigger SendOutCards.com to send thank
you card, gift (starbucks card, cookies, etc), or post card
• Create a task for one of your associates to give them a
“welcome” call
How You Can Use This
• Immediately put them on a sequence to encourage
second sale (as customer is most likely to buy again
while HOT)
• In e-mail communications, acknowledge they are new
and welcome them to the community
How You Can Use This
• Have delayed e-mails from different team members or
departments that welcome them to the company (letter
from President, letter from Customer Service Director,
etc).
• Tag them appropriately so you can track how many new
customers are being created through the shopping cart
per day/week/month.
How You Can Use This
“Custom Field Counter” (Intermediate)
• This method works EVERYWHERE (not just on
shopping cart) and can be repurposed in other ways
• Segment first-time buyers from repeat buyers in ongoing
communications by using conditions: “If [Number of
Purchases] = 1” vs “If [Number of Purchases] > 1”
How You Can Use This
• Use follow up sequences to set benchmarks: “If
[Number of Purchases] still equals 1 after X days,
perform X action.”
• Tag them, create task for phone rep, send direct mail,
send discount promotion to encourage second sale.
How You Can Use This
Using API To Determine First-Time Buyers
• Replaces “Custom Field Counter” tactic.
• Adds up all orders, past and present.
• Can separate subscriptions from products (e.g. –
“Number of Product Purchases” vs “Number of
Subscription Cycles” vs “Number of Total Transactions”)
• “Bob, I know you’ve purchased several products from us but this is your
first time joining one of our subscription programs and I just want to…”
How You Can Use This
3 Ways To Grow A Business
Get More Customers
Increase Frequency Of
Transactions
Increase Average Size Of
Each Transaction
R.F.M. Analysis
Recency: How recently did customer purchase?
Frequency: How often do they purchase?
Monetary: How much do they spend?
• Upselling
• Cross-selling
• Bundling
• Payment Plans
• Trials (“Pay Me Later”)
Increase Average
Size Of Each
Transaction
Increasing Order Size
Intelligent Upselling / Cross-selling
Sequence
A
Sequence
B
“Yes” “No”
“Action-Based” Conditional Follow Up
Immediate Follow Up
Continuity Offer On Order Form
Using API To Determine Customer Value (Monetary)
• Send direct mail and premium marketing packages to
customers worth more to you (use data as condition)
• Send targeted promotions only to customers under a
certain monetary threshold: “If [Total Spent] < 100, then
do X”
• Create tasks and appointments for customers in your
“sweet spot” range
How You Can Use This
3 Ways To Grow A Business
Get More Customers
Increase Frequency Of
Transactions
Increase Average Size Of
Each Transaction
• The same “Number of
Purchases” field can be
used here in an opposite
manner
• Anything over 1
purchase means repeat
buyer
Increase
Frequency
Of Transactions
Increasing Frequency
Using API To Determine Repeat Buyers
• Offering a no-brainer deal to those who have been stuck
on “1 purchase” for a while to encourage 2nd purchase.
• Send gift once customer reaches X purchases
• Create sequence with sole purpose of getting prospect
to increase purchase count by 1 digit per X months.
How You Can Use This
RFM: “Recency” In Action (And Automated!)
RFM: Automating Reactivation Of Inactive Customers
Using API To Determine Buying Cycles
• Tells you how long it’s taking customer to make
subsequent purchases
• If “Days between 2nd and 3rd equal 0”, that means they
haven’t bought a third time. Likewise, “3rd to 4th,” “4 to
5th”
• Use conditions to acknowledge how long of a break they
took and how happy you are to have them back.
How You Can Use This
• Export these fields to excel and figure out, on average,
how long it’s taking ALL customers to make 2nd, 3rd, 4th,
and 5th purchases.
• Design promotions around these average buying cycle
lengths
How You Can Use This
• Subscription
cancellations threaten
optimal frequency.
• Make aggressive
offers on cancellation
confirmation page to
reactivate
membership
Immediately Reactivating Cancellations
Combine For Maximum Results!
Get More Customers
Increase Frequency Of
Transactions
Increase Average Size Of
Each Transaction
How To Get Insane Direct Mail Conversions
Recency: Take all clients with “Purchased In Last 30
Days” tag (aka – your “hotlines”)
Frequency: Take all clients with over X transactions in
“Number of Purchases” custom field (e.g. – 5)
Monetary: Take all clients with over $X in “Total Spent”
custom field (e.g. – “Over $400”)
The clients with all 3 factors TRUE will convert like crazy!
Invest the time to set it up…
And let automation virtually
run your business on autopilot
3 Types Of People
• Those that MAKE things happen
• Those that WATCH things happen
• Those That Are WONDERING What Just Happened
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