How To Get Consistency In Customer Service

Episode 74


About The Show

One of the most challenging tasks as a business owner is to get consistency in customer service and delivery within their business.
As your business grows and you employ more and more people to help you grow it is very easy for your service levels to drop or become inconsistent depending on who is doing what on a particular day.
Your customers are educated and spoilt for choice now and it is critical as a business owner that you have a grasp of delivering an exceptional customer experience every single time no matter how big or small your business is.

What You'll Learn!

  • Why delivering consistent and exceptional customer service every time is important to your business bottom line.
  • Why it’s your role as the business owner to be the driver of the customer experience in your business.
  • How to get your team and culture in your business aligned with your customer experience expectations.
  • Systems and processes you as the business owner can practically implement to engage your team and ensure consistency as you scale and grow your business.

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Full Episode Transcript

Good day and welcome to The Business Made Easy podcast where we make
business easy. Jason Skinner, your host here for another week of the podcast. It
is all about growing your business. Growing your bottom line profit and giving
you a better life as a result.
How are you doing out there? Thanks so much for joining me this week. I just got
back from my morning run which is, I’m pleased to say that I have been relatively
good, I’ll use that term loosely — relatively good in terms of keeping my health
and fitness resolutions that I set for 2019.
One of my big goals for 2019 is to shed a few kilos and, just start to really look
after myself up a lot better because I have found that the more I exercise and
the more I eat healthy and put good stuff in, I get so much reward in return for
that, and I’ve talked about this in previous episodes — it’s very easy when you
get stressed or you know you’re working hard and, it’s just very easy to fall into
that habits.
So, one of my things this year is I really wanna focus on those good habits of,
looking after my body. Actually, it’s probably my number one goal for 2019 is to
have a good healthy body and mind and, put good stuff you know. Being back to
body pump –, there’s a, a program called, Les Mills Body Pump at the gym. So
been enjoying those classes. It’s like an all over workout for your whole body,
using weights to music in a class sort of situations. I like those classes ’cause — I
don’t know about you — but I have to been to the gym before and, you do a few
exercises and you plot along over to the next. to me it’s not a great experience,
you know? Some people love it and they’re good on you if you do, if that’s you,
but I just can’t wait for the sake of it.
This classes I’ve been finding really good, just really come in out of there
pumped and, my day at work, and working in my business is just a lot more
productive. So anyway, that’s enough of me. I hope you’re well whatever you’re
up too and your goals are off to flying stuff for 2019 and then –, we are literally
at the end of 2019, uh, January — not end of 2019 — but literally at the end of
January and yeah we’ve got you know, one month down of the new year already.
Just how fast time flies, you know? So whatever it is you’re doing, I hope you’ll
really off to a flying start for 2019, having a good of it as well. We, as I said, time
flies so fast so we have to take action every single day, and that’s another one of
my resolution; to just taking action so feeling good, feeling healthy and taking
action as a result to that. And it’s just compounds those little results compound
bit by bit and yeah. So actually I was read — I’ve read a great book in the holidays
which I’m gonna do a review for you but Atomic Habits, the book is called. and
basically, they’re talking in there about how your results aren’t — they don’t
magically happened in one block. your results are a combination of
compounding effect of small actions everything, in a ever consistent period of
time. So, small action you take today towards your bigger goal, that will
compound tomorrow when you do the next action. And then that will compound
that all exponentially compound together to achieve your goal. So, I’ll do review
of that book. I’ll do a podcast, a whole podcast episode on it. Actually, a really
good book. I actually, try and get the author on the show. But yeah, really top
book, Atomic habits. Check it out if you haven’t. I’ll put a link in the show notes
anyway for you.
But unto today’s episode, I want talk to you about, the consistency in your
customer service in your business. Now, I have spoken about this topic touched
on this topic, it was back in episode 66, when I talked, spoke about your record
of first impressions in your business and that you know, are they losing your
business? Are they, actually costing your business? But today I wanna go a bit
deeper into that and I wanna talk about consistency within your customer
service with your team. And I’ll share with you a story how have this came to me,
you know? Just to how I see this or hear this every — so many occasions
whenever I, engaged with the business you know? Just, if it’s just for purchasing
something or you know, buying a meal, going for a meal out or anything like that.
I’ve always got my eyes and ears open and monitoring the experience that I’m
having and what actions is taking place or why things are a little bit too critical
sometimes. But anyway, it’s all because I care that business owner is putting in I
just know the blood, sweat and tears that go into building and growing a
business for the entrepreneur and the business owners. And then when you see
they’re front line team or any of their team, not supporting all that, hard work I
really do get critical of it. and analyze it and makes me wanna get the business
owner and just actually say, “Hey, mate, have a look at this. Come with me. on
this journey. This is the experience that I just went through and I engaged with
your business. Is this what you had in mind for your business?is this the service
level that you, you want your customers to experienced when they engage with
You’re kind of just wanna grab the owner and take them on that journey that
you’ve just been through when you do business.
Now, I do, of course I do that work when I’m doing business coaching with
clients. I actually, we do that sort of work but on a day to day basis, you can’t just
get every business owners to say “hey come and look at this” but I wanna share
with you the experience that I had the other night. It was Friday night and my
wife and I decided to order take away for dinner. Friday night is usually a pretty
relax occasion here at home. We don’t tend to do too much, we’re usually deals
by the end of the week so the idea of cooking even though I’m a [inaudible],
doesn’t really lights at up. So, anyway, I said to Melissa “hey, what do you wanna
have for dinner?” Let’s get those nights pizza we always get from a local pizza
place and I said “Sure, I’ll make the call” So I picked up the phone and a young
lady answered the phone and I mean, she was I would say courteous enough, she
didn’t light me up with the light in terms of greeting on me but she was fine, it
wasn’t overly bad. Well, I said to her “Oh, hello, Jason Skinner here, I’d like to
order some at home delivery pizza, if I could place. And there was a long pause at
that point in time, There was a long pause, it probably felt like about 5 minutes,
you know, it was probably [inaudible] pauses 10 seconds or 15 seconds it felt
like 5 minutes and her very next words to me were it’s going to be 70 to 80
minute of waiting time. They were her exact words to me “Its gonna be” so she
said “Hello” and then she said “It’s gonna be 70 to 80 minutes waiting time”
And I said, “Okay, but I still need to order pizza.” So I said, that’s fine. I, could I
still order, order pizza please, if that’s fine?””Yes, what you want?”In, that exact
time, “Yes what do you want?” So I place the order and her very next words from
that were,”Cash or card?” And I went,, I’d like to pay now if I can.” So I’m actually
wanting to give them money on the phone, with the phone at that particular
point in time. And the process to actually, for her to take my credit card — I won’t
go through all the details but the process for her to take all my credit card
details and close off that order like it just dragged out and I was left feeling
nothing but underwhelmed. And I’m a regular of that business. I know their food
is good and their delivery people are always friendly so I’m okay to go to, to
continue going back there because I know what I’m getting. I know it’s gonna be
a good product at the end of the day. But how many people answer like me, how
many customers ring that business every single day and they’re new to that
business and experience that level of service? That greeting. That order taking
system. And this is what consistency of — this is what I mean by consistency of
customer service, consistency in customer service. As the business owner, we
have the responsibility to make sure that every interaction on a customer
journey is exactly how we wanted to be no matter who is doing it within our
We have the responsibility as the business owners to be consistent with all the
touch point within our business. That customer journey. Think of the moment
that customer first comes — I was talking about this before — first comes into
your business. And then you ask yourself, “Then what happens? This is what we
have to do. Get curious about that customer journey. And then what if this
situation happens? And you could almost — and I’ve done this before — you can
draw a flow chart, customer rings in here, draw a line. Then what? Orders yes,
then what? Then what? Then what? Then what? That’s what we have to say, then
what? Then what happens? And we have to map that out. We have to map that
journey out and understand every single point along the way that one of our
staff or team members are going to be interacting with our customer or
delivering our product or service. Whatever it is that we do, we have to map that
out and we have to map out every single situation. Now, it can be quite a big job
for some, businesses, that’s more like very detailed systems and processes that
need to be put in place for this. for a smaller type of business that’s just sort of
mowing lawns or, pizza delivery or whatever, it might not be so extravagant. But
the better we do this in all our businesses no matter what it is, and the better we
understand and can articulate that system, the better we can then start to build
on that framework and start entrenching in our people where they fit in the
overall puzzle and then what are these that you expect from them. Because if
you don’t have all that journey mapped out and you don’t have that system
mapped out, how can you explain to that, to that girl that answer the phone
where she — why her role is important and where she sits in the overall picture
And I think, personally, yes it can be time consuming to do this and this is why I
do business coaching in this area. So if you ever need a hand in this area just let
me know and I can certainly point you in the right direction. But the better we
can explain to our team and our people, what are these we do and why we do it?
Why we exist? Why our business exists and what’s it all about and our vision and
where are we going? And they can understand it and believe in it as much as we
do, then we’re gonna have a lot easier time and then educating the team
member in taking care and pride in what they do. I’m a big believer in uniforms,
for instance. I, even in our accounting practice, now, this is common in school to
put out there these days in accounting practices you can just wear whatever you
want to. You don’t need the uniform just as long as it’s neat business attire you
can turn out. We weren’t doing that in our accounting practice. We have a
uniform and all our people wear a uniform and the reason is just we are
collective team. We all belong to the brand and the firm. And we’re all working
in the firm in our own individual capacities as a team, for a greater good. And
that’s why we have a uniform because it represents our brand. If we all walk
down the street together, people can say, “That is Skinner Hamilton and that’s
their brand. So, this sort of things are going hand in hand with this consistency of
customer service because I don’t know whether this pizza shop has a uniform
that they wear but I would certainly hope that they all had the uniform and were
all working together as a collective.
So, as I’m getting off the track little bit there in terms of where I wanna go with
this but you get my point, there’s a lot of elements that go into delivering this
consistent customer service but the first point is just to map out the customer
journey and the framework. And then articulate that to your team and get them
to understand your why in what you do and where you, where you want your
business to go and what it stands for. They need to believe in it. Particularly, I
think the younger generation coming through now need to believe in what it is
that they are doing. See, back in the day it was just a privilege to have a job. it
was a privilege if you could get a job somewhere and start earning money. You,
you worked had and you actually work hard for that boss and respected that
boss and you and respected the role, the job that you had so you did your best. I
believe there’s a lot more of that but nowadays I think with the younger, people
coming through, in a way we’re spoiled for choice. They’re spoiled for choice.
We’re all spoiled for choice because you can get jobs pretty easily. There’s jobs
everywhere. There’s the internet you know, it’s a lot easier to find work. it’s a lot
easier to sort of transition between jobs and roles. we’re spoiled for choice and I
think you know as a society we are. So it’s not enough to just say,”Oh well, they
should think I’m so lucky to get that I get a job.” No. They need to believe in why.
We’re gonna reverse that thinking if we are thinking in that way. We’re gonna
reverse that back to, “Hey, what is it that this business stands for and getting
those people to believe in that greater good is really important, I think in this as
a starting point in getting this customer service phase right.
Once you’ve got that down path and you’ve got your staff in line or, they won’t
so be in line but you’ve got them believing., I think another important thing to,
do is to map out on that framework on that customer journey framework
various scripts that you want your people to be, to say at each point in time. So
for instance, going back to my pizza shop example. A script that the pizza shop
owner could have uh, educated his team in would be, what to say when um,
we’re experiencing a lengthy delays than otherwise uh intended? Ideally, you
don’t have the delays in the first place. So that’s another system that you
probably look at but, but, but things happen in business. We know it’s not a
perfect straight line in, in the world. So let’s just say, there are, are delays. Our
Friday night is a particularly busy time and, and there is, you know, there, there
are delays. What is it that, that person must say every single time that, the delay
and how do you want them to say it? And the way you do this is you, you do
scripts. You do role plays. You do role plays with them. So part of the induction
process when a new team member comes on. I should imagine in a, in a pizza top
shop like that, uh, there would be a high turnover of staff. Um, you know, a lot of
casual labor so people coming and going. So it’s even more important in those
sort of businesses and if you and if you’ve got a business like that where you’ve
got a lot of like teenager sort of staff or, or casual staff, you can’t keep
reinventing the wheel every time uh, a new person start. You can’t just leave
them to chance, to hope that they know how to answer the phone. And because
they are representing your business and that cost every single customer that
you lose. Remember I said, people are spoiled for choice. That means they’re
spoiled for choice about using your business as well. So, you know, I know this
pizza shop’s is not the only pizza shop uh, on the Gold Coast in Australia. I just
know that so, um, it’s a given. So then I could have easily said, “Thanks very
much.”I’ll hang up and I’ll, I’ll go, go elsewhere.
So as the owner of that shop, really a script would be the ideal thing. And, and in
your business, you can have scripts for, this is how we say this when this occurs.
So, how, you know, what happens when there’s a, a lengthy delay? This is the
script that you follow. What happens when a customer first rings? This is how
you introduces the business, yourself and, and take their order. What happens
when? What happens when? So, so that’s, that’s another question you can ask
yourself. Um, what should you say in this situation? These sort of questions you
need to, to be thinking of and, and, and training your, your people in. And when
you have those systems and then you can get your culture right, like I said, that
the first when people can understand their, their, their role in the business. They
— what the business is all about and, and believing that and work together as a
team and build that good culture, these systems and processes become a lot
easier to implement. So, now I’m giving you a, I’m giving you uh, uh, an overall
view of this. I don’t think for a moment that all you have to do is put in place um,
scripts and um, make sure that uh, give them to the people to read and then set
and forget it. It doesn’t work like that unfortunately in the real world. It really
would be good if you could just give and that all a script and say, “Hi, can you
learn this? This is how you’re gonna say it.” And they maturely went and did it. It
doesn’t happen that way. But it can be done but it does take you, the business
owner, um, discipline in making sure and, and, and I guess being relentless in
making sure that it, it’s being followed. We do have to follow up and make sure
those scripts are being followed.
But I really would encourage you to still, it is good to sit down and do regular
training with your team and do role plays. You can say, “Okay, you’d be
customer,” and give them a good situation. Give them a bad situation. “This is
what not to say; this is what to say. This is what to say in this situation.” So, um,
definitely make sure, yes you have to do training in this. And as a business
owner, that’s what you need to do. Working on your business will involves
working out all these things. Um, not you in there working in your business
answering the phone because you can’t get anyone to answer it properly.
Systems and policies, procedures, um, even checklist, you could use in this
situation. They have a checklist you could use in this situation. They have a
checklist that they follow uh, and the ordering process will ensure that you’re
going to have greater consistency and delivery of your product and service
every single time. And the greatest uh, example of this, although I have
experienced of being a lot more um, ad hoc of life but, but, but the greatest
example of this, is, is the McDonald’s um, business. McDonald’s hamburger
business you know? These guys can get fourteen-year-old kids that, that mom
and dad’s can’t get to make their bed to go and make hamburgers consistently
every single day. And do it well and consistent and in the standards so it can be
done, okay? But it’s up to us a the business owners to get busy scripting this
staff. And once you’ve got the scripts, there might need modifying occasionally
but once you’ve got those systems and processes in place, really only becomes a
matter of implementing them and making sure that, that’s, that’s what’s going
on in, in the, the culture.
And one of the ways I like to do this in a business is, is to actually say,”This is the
way we do it here.” So one of the reasons why, it’s not up for debate uh, with
your, your employee. It’s not a, not a, a matter of if you feel like it. It is, this is the
way we do it here. And that’s sort of language that we need to have when we’re,
when we’re talking to people. When we’re bringing on the new employee,
there’s an induction manual and this is the way we do it here. You follow the
systems and procedures. Um, so one of the — that’s a very, very important thing
in your language. You need to have that built into your language and I, I
encourage you to, to do that. Um, and to say those words,”This is the way we do
it here.” Um, I have a more crude way of, of putting it but in the interest on
keeping it a family friendly show, I won’t um, uh, I won’t go through it but it
stands basically the acronym for this five-five and it’s fit in and I let you work out
the rest. But uh, it, it really it um, so, so important that, that, that is drilled into
your people and into your team, “This is the way we do it here.” It’s not a, not a,
just do it how you want thing. And then so, you, you’ve got your script. You’re
doing it. You’re training and educating your team and you, and, and you, you’re
instilling it that, that, that’s, that’s the way you want it done. The other thing we
wanna do is then test it. We want to follow up and make sure that, that is being
followed and the systems are being followed. So how you you do that is you do
in the — well, in the uh, pizza uh, pizza making, uh, in the pizza business that I’m
just talking about here now, is you, you would um, do, do um, random calls. They
are, they are um, a ghost customer.
So you just basically pick up the phone and uh, you ring the business and hear
how the phone’s being answered. And then, and then what? You could sit there
with your processes and say, “Did that happen? Did that happen? Did that
happen? So, that’s the way you could do it. Another way you could do it is record,
in the pizza business. You could have the phone calls being recorded. Um, a lot of
big corporation do that. They — you’ll often hear that,”Your call will be recorded
for quality and assurance purposes.” That’s because they’re testing to make sure
that everything is being delivered the way and in and in the manner it should be.
And that things are being said the way and in the manner they should be. This is
so, so important. Vitally important to, to the growth of your business. No matter
what business you’re in, you’ve gotta have all those, that consistency built-in.
That, that regular um, you want that built in. Um, I can’t, I can’t stress it enough.
So, it is your responsibility as the owner to train your — to build, to the system in
the first place and the scripts. Train your team and build the culture around
those scripts and, and, and educate your team with role plays and, and, and
proper policies and procedures and checklist. And then enforce; you need to
make sure that it’s being done. Now, one of the things that again, I’m a realist.
Um, what I’m telling you here, is, is all great textbook things, uh, points. But, I get
that, but we are dealing with human beings and unfortunately or fortunately — it
works, works good and bad — fortunately and unfortunately, um, human beings
are discretionary beings and there are times when someone’s having a bad day
or something goes wrong or someone just forgot or what, whatever it is, all
those things can happen. But we have to minimize the extent to which they can
happen and we have — when this, what the systems and procedures do.
And a little trick that I have found very, very useful when hiring somebody, I will
always hire for attitude not um, ability necessarily. Um, one of the things I’ve
learned over the years of hiring a lot of people is that, I can train somebody how
to do something but I can’t change their attitude. If they’ve got a bad attitude to
start, they’re pretty will gonna have one even once you educate them. They’re
gonna still have a bad attitude. So, one of, just the rule of thumb that I have, if, if
I, I really, um, yes experiences is, is valuable if, if they do have, have that. But
really, if you’ve got systems and procedures and policies you want to try in that
person in, then you really, um, you really want them to have a good attitude and
the right attitude for your business in the right fit for your business. Uh, and
then those systems and procedures will educate those people. So, it’s a little
trick getting this uh, a lot further to the, to the uh, optimum place. Um, it’s just
make sure your team have the right attitude. You, you’ve got a team of people
with the right attitude because it makes it a lot, lot easier for you to be able to
um, to be able to educate uh, people when they got the right, right attitude. It
just, just goes hand in hand. Um, yeah you just can’t change someone’s attitude.
If they don’t want to work when they’re lazy. Uh, they’re objectionable. Um,
they’re not, you know, that they’re argumentative. Um, they don’t follow the
proced — you know, they don’t sort of follow clear instruction then really you’re
gonna have a tough time with that person and, and you’re gonna be
micromanaging. And, and you just don’t have time as a business owner to micro
manage. That’s one thing uh, I just refuse to do, is to micro manage.
But I’ll do insist on building systems and procedures that are going to deliver
consistent customer service. That’s, that’s just the gold, gold ticket to um, to
growing your business. And um, and I want that for you too, and that’s why I put
this episode together. Um, it, it just, I’ve used the pizza shop as an example here.
Um, I could give you about uh, four hundred different uh, experiences that I’ve
had in, in the last months uh, of, of good and bad. Um, I won’t go into those
because Melissa uh, will certainly be, uh, certainly have something to say to me if
I went through all that. She does think like I tend to be a bit negative around
these things. Not negative; I just want, I just want the best um, best for that
business owner that, that, that has put all that energy. I mean if you think about
it, when you go into business you basically get a large chunk of money. A large
investment uh, no matter how big or small it is. It’s a large investment of time,
money, energy, thought, um, just resources that go into it. Um, and you know,
you want the best. You need the best return on that money, otherwise don’t do
it. Don’t, don’t open that pizza shop if you can’t deliver you know, a wow
experience to that customer. Every customer that, that, that, that or you’re
gonna strive to do that, then don’t do it because you just wasting time, money,
resources and energy. It really, really is that um, that simple. And my, my, my
father who was a builder had, had a great um, analogy because he was uh, he
used to draw a [Inaudible] to me in terms of um, quality of, of work and, and
making sure you’re always delivering the best value and quality uh, product that
you can. Um, and he was like that was his building of homes. But as he used to
say, um, you’re just wasting good materials if you’re just gonna go and do a
sloppy job.
So if you think about building a household materials or going to a house and you
just do a sloppy, sloppy workmanship and sloppy job along the way, you are just
wasting all those great materials that could have been a, an excellent finished
product with a bit of care and a bit of um, you know, doing it properly. And, and,
and, you know, care and pride um, and that’s what you’re gonna have in your
business too. Care, pride, and the systems come out of that. They, they, you
know you think about the way the customer is going to interact with every point
on how they’re gonna feel because you want them going away, going,”wow” and
telling their friends about it. Best social proof you can have is having someone
go, “Wow, I love that business. You should try this or I [Inaudible] this here the
other day, have you tried them? You should try them.” Best, best marketing you
can have and the most cost effective marketing you can have is having a
customer talk about you in a positive light. And they also hang is I’m sure you
know is you know, um, when someone has a great experience with your
business they’ll tell one person. When they have a terrible experience, they’ll
tell the world and um, and, and, I mean if you, if you uh, look at, well, look at me
now, I’m putting, recording my experience and put it on in a podcast. Uh, but you
get my drift, I haven’t used the name of the business. I didn’t want to go bad, bad
mouth anyone but I wanted to use that as an example.
Alrighty, thanks so much for, for tuning in this week. I hope you found that
valuable, um, that information. Don’t forget, if you want a hand in um, putting
that stuff together in your business, I’m always available and as I said, I do, do
business coaching and I just do podcast. Uh, but part of that is that we’re get into
those systems and process and help you to build all those out properly and get
them wrap but certainly touch base with me if that’s of interest to you. I’m, I’m
here to help you, Uh, but, but, but take action on it. Take action and start
thinking about that and, and, and implementing that framework so that you can
put the meat on it, basically. Think of it like a skeleton and when you map out
that journey, think of that like a skeleton and all, all the systems and procedures
you put on, that’s the muscle, that’s the meat. So you um, you wanna, you wanna
approach it that way.
Alrighty, that’s all I have time, for today. Thanks so much again for joining me.
Uh, I’m going to hand you over to Mia now. Um, if you haven’t already uh, signed
up to our free Facebook group, by all means do that over business made easy
podcast dot com slash community and uh, I’d love to see you over there. As I
said, this is a free Facebook group and we’re all talking about business stuff over
Alrighty, that’s all I have time for. Uh, thanks so much again and I’m gonna hand
you over to Mia. Take us out, Mia. Here’s to your success. See you next week,

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