Camp CallRail workshop, targeting loyal customers. Session 4: Jason Rozenblat, Vice President of Sales at CallRail and Roland Ligtenberg, Co-Founder of Housecall Pro discuss how you can target prospects. SESSION TRANSCRIPTION introduction Jason: Hi, everyone. My name is Jason Rozenblat. I'm the vice president of sales here at CallRail. A little fun fact about me, I grew up in the music industry and my dad was in the music business. Gloria Estefan was actually at my bar mitzvah. She didn't perform, but she was there as a guest of honour. CallRail offers call tracking, form tracking, and conversation intelligence products, so businesses like you can have complete visibility into all of your digital marketing efforts. Roland: Hi everyone. My name is Roland Ligtenberg. I am one of the co-founders of Housecall Pro. I lead the innovation team. I work on everything in our ecosystem and our go-to-market. The funny thing is that even though I'm on Zoom I'm actually 6'9", but I'm the shortest of my brothers. I have two brothers who are both taller and taller than me. Lots of people don't. Believe it, but I've got some fun pictures to prove it. A bit about Housecall Pro: We're the operating system for home services. This is 'an all-in-one software package that helps all kinds of home service professionals to plan shipping, billing, market, online booking, remarketing, a wide range of products.
It is aimed at small and medium sized businesses so our customers are usually owner/operators up to about 100 customers at the top but most are between 0 and 20. For many of you watching today I'm helping a lot of people your size, so we're going to share some insights on this Session agenda: Why it's important How to identify opportunities Insider tips for upselling and cross-selling What tools reveal customer insights and opportunities Ways to use data to inform new sales strategiesHow to prioritize leads for leads incremental business Strategies for dealing with obstacles and objections Why customer service is so important Roland: You're trying to build a business that has great value. The value is based on your current customers. You are able to create value and trust them to be able to sell to them again and again at a much lower cost than having to find them initially when you are prospecting. Repeat business and repeat customers are important because the underlying unit economics are so favorable to you.
This allows you to return to that watering well again. You really want to refocus on your current clientele. My advice to my clients is, “Look at your current clientele and start by signing up. We will come back here a little later in this program here. Cross-selling and up-selling Jason: As someone who has worked with SNBs for almost 15 years, I agree with Roland. Often we just think, "Let's go out and get some new customers." It's incredibly difficult, it's expensive, there's a lot of competition. Apart from the fact that it helps to increase the value of your business if you plan to sell the business at some point, customer retention is good economics. There are a few other things that are often overlooked: The ability to generate referrals and also use those customers as referrals Potential case studies and testimonials Getting willing customers to be beta testers and provide feedback You don't get often not good reviews unless you have a committed customer who wants to continue doing business with you. Let's talk a bit about the concept of upselling, then the concept of cross-selling. In your opinion, what is upselling? In your opinion, what is cross-selling? Do you use these terms internally at Housecall Pro?