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Episode 90: Turning Traffic Management Into Skyrocketing Business Growth

Episode 90: Turning Traffic Management Into Skyrocketing Business Growth

Released Tuesday, 14th November 2023
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Episode 90: Turning Traffic Management Into Skyrocketing Business Growth

Episode 90: Turning Traffic Management Into Skyrocketing Business Growth

Episode 90: Turning Traffic Management Into Skyrocketing Business Growth

Episode 90: Turning Traffic Management Into Skyrocketing Business Growth

Tuesday, 14th November 2023
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Episode Transcript

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0:01

Hey , you welcome to Build the Damned

0:04

Thing , A place

0:06

where myself , tiffany Largy

0:08

and our amazing Do the Damned Thing coaches

0:11

show you how to use

0:13

your story to build it all . Whether

0:15

it's your first six figures , your next

0:18

layer of multiple six figures , or maybe

0:20

you're on your way to a minute , and

0:22

if it's not , that it's the life of your dreams

0:24

, where you are free , you are strong

0:27

and you are whole . First , we're

0:29

going to show you how to use your story

0:31

to build a strong foundation , and then , next , we're

0:33

going to show you how to use your story in sales and

0:35

marketing to clean up the cracks . And

0:37

last but not least , we're going to show you how

0:40

to use your story to gather people , because

0:43

the truth of the matter is that there's nothing

0:45

stronger than being connected

0:47

to people who just understand you as

0:50

you are where you are , so

0:52

you can stop explaining yourself

0:54

. I want to remind you that , now that you're

0:57

here , you are home and I

0:59

officially welcome you to

1:01

our family . Alright , let's

1:03

get started . Let's just have a quick

1:05

, honest conversation about

1:08

traffic . Okay , my responsibility

1:10

as a company is to make sure we always got money in

1:12

the bank to pay bills . Woohoo . My

1:15

responsibility as a CEO of all of the companies

1:17

that I own is to make sure that

1:19

I have enough money in the bank to

1:21

pay the bills . Sometimes , as CEOs

1:24

, we have not had enough money in the bank to pay the bills . This

1:26

is a fact . Sometimes

1:28

, as a CEO , we have not had enough money in the bank to pay

1:30

bills , and the question is why

1:32

? As a small business , yeah

1:35

, tiffany , we didn't have enough sales or wasn't enough marketing , but

1:37

the other side of that statement is

1:40

that we weren't doing the things that

1:42

we needed to do to make sure that there was enough

1:44

sales and that there was enough marketing . You

1:46

can't blame anybody else . You blame it on you . I'm blaming

1:48

it on you . Now , here's one of the

1:50

easiest things that you can do and implement and

1:52

think through in

1:54

the next 24 , 48 hours to really

1:57

turn your company around . This is a different

1:59

level of self-awareness , because I

2:01

remember being in it . I was asked to go to

2:03

this private I guess hush-hush

2:06

event about maybe

2:08

six or seven , maybe seven or eight years ago actually , I

2:10

think this is like 2017 . And

2:13

it's a big deal . I lived on the West Coast . This thing

2:15

was being held in Atlanta . It was very hush-hush

2:17

and it is the top

2:19

business , a certain type of business owners

2:21

who were invited and we

2:23

landed in Atlanta , got whisked away

2:26

far away from the airport and to the woods

2:28

. As far as I'm concerned , I thought I was going to be kidnapped

2:30

. This is a different conversation . I went to

2:32

the woods and found myself in this

2:34

mansion with a lot of people , and it's

2:36

very powerful and I'm really grateful to be a part

2:38

of it and I'll forever be grateful to be a part of it . There's

2:41

anyone ever listening who was there with me that

2:43

day . But I understood something really important

2:45

, because these in this room was supposed to be

2:47

the top I don't know 50 digital

2:50

marketers or 100 or some number

2:52

like that , and I was like very

2:54

grateful to be there , even

2:57

though I didn't feel like I met the CrataGory

2:59

for all of them I mean revenue-wise , sure

3:01

, but they were all like most of them were men , most

3:04

of them were men and I don't know . They

3:06

just always sold online and that wasn't really my

3:08

space , but that's neither of it . Let me fast forward . So

3:11

I remember like the number one thing

3:13

that I heard while I was there was how much

3:16

emphasis they put on driving

3:18

more traffic , and I

3:20

just want this to be a self-awareness moment for

3:22

a business , because if you spend all your

3:24

time on driving more traffic but

3:26

you don't spend enough time on cultivating

3:29

the traffic that you actually have , I

3:31

feel like you're missing out on the greatest opportunity

3:34

that could ever be to win . The

3:36

truth of the matter is that you literally

3:39

could change the world around

3:41

by finding

3:43

a strong place

3:45

for yourself in saying let's

3:48

get more of the leads that we

3:51

already have to say yes , versus

3:53

spending all of our time , energy

3:55

, effort on creating more traffic . Well

3:58

, tiffany , shouldn't I do both ? I mean yes eventually

4:01

, yes , you should do both , but

4:03

right now , if you can't , I would much rather

4:05

see your company focus on more of the traffic

4:07

. Let me tell you why . Because , as

4:09

a company , my lead acquisition is going

4:11

to go down . If I get more

4:14

of the people that I already leaned

4:16

in said they were interested in me . If

4:19

I get more of them to say yes , to buy a product

4:21

, to take action , I'm going to make more money because

4:24

the cost of my leads and my business overall

4:26

for the year is going to go down . That

4:28

means that sales going to be way more profitable

4:30

and I'm going to be in a great place . I'm

4:33

going to be singing to the moon , but I can't

4:35

be singing to the moon if I'm thinking to myself

4:37

let me constantly go , chase more

4:39

traffic . Chasing more

4:42

traffic is not the thing for us . The

4:44

thing for us is in feeling

4:46

good about the traffic that we have

4:48

. If I had to say to like what our

4:50

average conversion rate is I

4:53

don't know Right now , today , in this

4:55

quarter I would probably say we

4:57

convert at about 90% , maybe

4:59

80 to 90% In

5:05

some arenas . If we do events , that number

5:07

might fluctuate . For one of my companies

5:09

, we do something called night school , which

5:12

is an online experience for seven days . That

5:14

number , but it's always north of 50% , 55%

5:18

, it would be low for us . Now

5:21

I'm only sharing that because if

5:23

you focus on creating value like especially

5:26

in times where your company is either

5:28

overwhelmed there's been seasons this

5:30

year in a production company that I

5:32

own that the team is not overwhelmed

5:34

but they're at their max , which means I really can't

5:36

put volume in front of them . We can't

5:38

do volume things Got anything to think about them , their

5:41

sanity , their families , their life and

5:44

so I'm going to look for a value play that means

5:46

we're going to sell higher ticketed items , we're

5:48

going to sell fewer of them and we're

5:50

going to make different set of promises

5:53

or Deliverable so that there's not as

5:55

much pressure on the team doesn't mean

5:57

that we create less value for the customer . It just means

5:59

we change our approach depending on what

6:01

the team needs for that period of time . Now

6:03

you hear me emphasize on like what the team needs , because

6:05

for me that's my first priority Converting

6:09

more of the traffic you have also goes

6:11

to team members , because I

6:13

feel like sometimes there are industries

6:15

like I was in an industry before in the

6:17

hardware and software were the turnover

6:20

rate was 75% for salespeople

6:23

. I was like that's wild

6:25

, 75%

6:28

, for that's what Xerox and Rico

6:30

and Canon used to talk about . Panasonic

6:33

was in the game back then , kyocera sharp

6:35

I know I'm missing a couple , can't I

6:37

say cannon ? Already I did , and

6:40

I know I'm forgetting some company

6:42

, but my point is this HP , they

6:45

would be like for sales guys it was 75%

6:48

and that really used to what ? Wow me , because I'm

6:50

like guys I have to spend three to four

6:52

thousand dollars per person . How much

6:54

money do ? There is no , what they're , tiffany

6:56

. There is no way Tiffany Largi could

6:58

go through three to four thousand

7:00

dollars for a new hire every month , every

7:03

quarter , and 75%

7:05

me . I'm always gonna be starting over . You're crazy

7:07

, I'm not doing that . This was back

7:09

in 2010 . I remember hearing

7:11

the statistic when I first left Florida to go start

7:13

a Go , go start to go build

7:15

a bigger business . And that's when I wanted to try my first

7:17

hand at building a seven figure business and I thought that was

7:19

insane . But I thought it was insane not

7:21

because it was stupid . At that time it was also like

7:23

listen , america , hello people

7:26

, tiffany Largi cannot afford that . That

7:28

, that , that , that like you're

7:30

bugging . So I

7:33

was like well , I'm gonna have to figure out how to do

7:35

better by people so that they stay longer . I

7:38

cannot have a 75%

7:40

turnover rate . That's just crazy for me . So

7:42

I decided to start a process of

7:45

figuring out how to love on people , connect

7:48

with them in their homes and their lives and

7:50

make them feel like family . Now Did

7:53

I knock it out of the park back then ? I

7:55

would say I'm good compared to what I am now . I'm

7:57

an amazing boss , but I

8:00

also know business partner , and not

8:02

because I'm perfect , but because I'm running this business

8:04

. I'm running all the things with my

8:07

first customer in mind and also my

8:09

heart . So I work hard to

8:11

make sure that I don't get blindsided and

8:14

that people say the focus as a CEO , but

8:17

what I will say to you is that man

8:20

, 75%

8:22

wasn't gonna work for me and I made a decision

8:25

to create things that really focus

8:27

on company culture and Culture

8:29

and people . To slow that

8:31

down . I would say that we ended , like every

8:33

year , I probably had like a 30%

8:36

turnover rate and I really

8:38

feel good about that number and it's a big deal

8:40

for me because there Were guys who stayed with me for years

8:42

. There were People

8:45

that I just had in my business in my life for years

8:47

. Same thing with customers for years . Like I

8:49

didn't have to fight every single year for

8:52

a new set of people , a new team and

8:54

new customers and clients . There's one call

8:56

. There's like two or three clients that I probably don't

8:58

know did anywhere from maybe

9:00

a Million

9:02

and a half maybe they're probably responsible

9:04

for like a million and a half to maybe eight million

9:06

dollars worth of revenue . Couple of customers

9:09

. That's just because they stayed with

9:11

me , the all that I mean . I was in North Carolina

9:13

from 2010 to about

9:15

two , 2010

9:20

to about 2015 and

9:23

the truth is that I did millions

9:25

of dollars in revenue for myself and for

9:27

the companies that I represented Specifically

9:29

, like by building these relationships and doubling

9:32

down and understanding that it wasn't about more

9:34

traffic . It was about creating more

9:36

, building more value in

9:39

the relationships we had . I'm gonna tell you five things we

9:41

did on a regular to build more value . Okay

9:43

, and I'm gonna get out of here . So one was

9:45

I constantly went and I go

9:47

, instantly went , and we saw clients

9:50

every month . We physically touched them

9:52

. Today , companies like zoom they just

9:54

send emails , but I promise you , if

9:56

zoom took their little employee because they employ

9:58

people here in the state of Arizona but if they

10:00

took their zoom person and they had

10:02

and they went to their top , biggest accounts I don't

10:04

know what quantifies as a big account for zoom , but

10:07

I spend over five hundred dollars a month on zoom , okay

10:09

, so I'm gonna use this as an example . If

10:11

they just had someone physically come and

10:13

drive over here to my little office and

10:16

knock on the door and be like , hey , I'm from zoom , da

10:18

, da , da , da , da da . I promise you I would not be Constantly

10:21

looking at other softwares all the time to try

10:23

to figure out how to get out of bed with them . Like

10:25

there's something to be said about connecting

10:28

with your people . This is why we saw them every

10:30

month . Every contract that was above like twenty

10:32

five thousand dollars or something like that . We

10:34

saw them every month for a program

10:36

that we had . We had , like , there are some people

10:38

we can't see them all the time , but you know what we can do

10:40

. We can ship them things . So just

10:42

last night I took a program . We have a program

10:45

and these

10:47

people don't ever get to interact with me in person , but

10:49

I learned that they've been doing really well inside

10:51

of a Product that we have called DTDTU

10:53

and one of our companies , our education part

10:56

of do the damn thing . And what I decided is

10:58

I took the top 10 people or however many

11:00

15 on know , and I personally Packed

11:02

boxes for them with a handwritten note . I

11:05

stuffed my favorite things in there , blah

11:07

, blah , blah , blah , blah , and often away it gets

11:09

shipped . Because I wanted to be a Personal

11:11

note from me , I want it to be a gift from

11:13

me and it's a true gift from me . It

11:16

took me an hour to do that . You know much goodwill

11:18

I'm going to get from it . I wanted

11:20

to say way to go . I could have had a team member do it , could

11:23

I have my kids coming and do it ? But I was like , no , I'm

11:25

gonna do it myself . To me that's two hours

11:27

of your time , tiffany . I'm listen , america , I am

11:29

not too good for two hours . I am not too

11:31

good to spend 10 minutes , two

11:33

hours or a day on People

11:36

that are pouring into our company , believe in our

11:38

brands and believe in me . Like what kind

11:40

of a CEO am I ? I feel like CEOs

11:42

today are just so flipping , disconnected

11:45

, and it drives me insane . It

11:47

drives me insane because it's so easy for them to

11:49

connect , it's so easy for them to do more

11:51

, but because they're half baking this thing

11:53

, they're half stepping it , they don't really get

11:55

inside of it and they don't realize that it's

11:58

not always about more traffic and more people

12:00

. It's about cultivating the people you have . It's

12:02

about doing better , stronger , better , deliciouser

12:05

by them and by taking

12:07

them to the next level . So , in In

12:10

this idea of traffic and people , I

12:12

really , really want you , I really

12:15

want us to settle on this clarity that

12:17

it is not about More awareness

12:20

around . How much traffic

12:22

can we get ? It's really like the

12:24

hell . Are you doing with the traffic that you have ? What

12:26

are you doing with the people that you've got ? That's

12:28

really the question . All right , I

12:31

can't wait to see you build . I am stupidly

12:33

thrilled about what you're gonna create and do this week

12:35

and I can't wait for you to set this thing on

12:37

fire next week

12:39

. I will see you you me

12:42

, right here . Bye

12:44

, I hope that episode

12:46

was amazing for you and you

12:48

are closer to building the dancing

12:50

. I can't wait to hear

12:52

what your thoughts were , what part you loved and

12:55

the action that you're going to go take , because the truth

12:57

of the matter is that the person who wins is not the person

13:00

who gets there first , it's the person who

13:02

takes action first . Now

13:05

I've got a gift for you and it is at

13:07

wwwstrappustlecom

13:09

. It

13:11

is imperative that you run there

13:13

and you see all types of goodies , starting with the

13:15

seven must-haves that

13:17

you've got to put when telling your story

13:20

. There is so much deliciousness

13:22

awaiting for you . I would love nothing

13:25

more than for you to go ahead and

13:27

give us a thumbs up and a

13:29

five-star review on

13:31

not just this episode , but this entire

13:33

series of how do you build the dancing

13:36

. Like always , if there's anything that

13:38

we can do to make your weekday or

13:40

month better , please let us know and , more

13:42

importantly , I can't wait

13:45

to see you live , whether

13:47

it's at Day , the Dancing Live or in one of our

13:49

communities , or maybe you're just hanging out with us

13:51

on social media . What I know

13:53

to be true is that I am meant to connect

13:56

with you somewhere , and I can't wait

13:58

for that day to happen and , more

14:00

importantly , I can't wait to see what you build

14:02

.

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