The Offer Ladder: How to Scale Your Service Business with AI and Automation, with Sarah Watz

Hi, I'm Clayton Mask and on the Conquer the Chaos podcast, I talk with inspiring business owners about what it takes to build a great business and a great life. That means more money, more time, more control, more impact, more freedom. So keep listening to hear the tough lessons they learned so you don't have to repeat them. Welcome everyone to this episode of the Conquer the Chaos podcast.

I'm your host, Clayt Mask, author of Conquer the Chaos. And I've got a longtime friend here, partner that we've worked with for years in helping small businesses conquer the chaos and grow. And someone I'm very excited to share with you. So Sarah Watts is the co-founder of Business Heroes, and they help small businesses, especially service-based businesses, automate their processes, free up time, create much more profitable businesses by getting automation to do the work that it can do.

So we're going to talk a little bit about that. Sarah, thanks so much for being here. Great to have you with us. Oh, it's awesome to be here.

It's really good to talk to a good friend. So I have to tell everybody, Sarah's attended many of our conferences for partners and customers over the years. And every time she comes to the conference, she brings the most incredible European chocolate and gives me a huge bar that is something I probably shouldn't eat, but I love it every time. So Sarah, tell us, tell the audience a little bit about who you are, where you're from, what you're doing.

So let's talk about lead magnets, right? So that's my lead magnet to have those kinds of chocolate cakes that comes from Sweden. It's an outdoor opening for a conversation. It's a way of saying thank you and bringing something to the table.

So I love that. So I really like that you enjoy it as well. Well, that's a great lead magnet. It has been very effective over the years.

I will tell you that. Oh, yes. I got LinkedIn connections like, hey, thank you for sharing that at the coffee table. I didn't have time talking to you, but let's talk on LinkedIn instead and get into a conversation.

So we need to have lead magnets that in the physical world as well. It's not just on the digital online space. Great point. Yeah.

So tell us, tell everybody a little bit where you're from, your business, what you do. That'd be great. Okay. So I'm Sarah Watts.

I'm from Stockholm, Sweden. I live on an outside on an island called Lidingö. And I started a digital agency like 96. So that's aging me.

But you've been in a long time if you're getting started in 96 you've seen it all yes so i have today i have three businesses with my husband peter and uh i've been working full-time in businesses since 2000 so yeah it's it's been a good journey for 25 years and we started with a digital agency and that's when we worked with joomla as our platform mostly for doing like websites and all those things. And then we discovered... You're taking me back. Yeah, exactly.

And then we took a look at different email marketing to add to that platform. And we realized that we wanted something different. And we saw, I think, Infusionsoft in like 2006, but we were missing the automation view, the then called campaign builder. And when that came, I was like, I'm all for this.

We're going to all our companies we're doing that in 2011 i think 2012 went to the uk for like in future soft university and 2014 i just decided to be a partner because like this is awesome to to be able to do all those things visually and that was a game changer for most of our clients yeah well awesome you've been a great partner over the years i've i've talked to a lot of customers that you've served and heard you know great reviews about what you do and yeah you're taking me back to those days you know over a decade ago of introducing campaign builder and today they would they they would call that you know an agent builder you know because it really is just building automation building agents that do the work for you that's what campaign builder uh was back then and as it evolved over the years became more and more powerful in all the different ways that it can it can automate and essentially put agents to work for you so um we're going to talk a little bit bit about that.

And we'll talk a little bit about automation and AI and how you see that and how your companies, your clients use that. But let's just start, you know, when you think about automation, what is the point for you? You know, when you work with your clients and you're helping them understand, hey, here's what automation can do for you, how do you help them see the opportunity? Well, nowadays, since 2019, I am mainly a business coach or a mentor.

And I have like the Business Heroes Academy where our members comes in. And mostly they come in because they are service providers in the mix of digital and physical delivery. So they have in-person session like a chiropractor, and they do some like things online as well. So they have this in-between mix of delivery and most of them are working ad hoc they are not really streamlining their even their delivery they are usually awesome at doing the delivery but there is like oh i'm doing this this way and now i'm doing this way and there is no way to get that streamlined and get that piece that you get when you actually have a structure so when i talk about automation i talk about okay let's look at what you do on a daily basis let's start with the delivery and you say okay let's look at all the different steps you do to take a customer from a to b in the delivery phase and where do you actually miss points where should you add things is it should be like maybe a semi-automatic thing just a reminder to you to connect with the client again or it could be a text message saying hey show up to this session or it could be all these easy small things that they can start with and now they are like oh this is amazing this is freeing up so much of my my schedule is more clear i do not have to chase my clients anymore to reschedule because the system can help me with that and now they are looking into okay i'm leading in what can i do more i am going to free up more space in my delivery and when that's up and running we look at okay how can we get referrals from that delivery and how can we send them like a message afterwards for that yeah thanks thanks for sharing that you know you said something right at the beginning that i think is really it's really key to how the chaos happens when you've got part of your business online and part of your business in person and so especially if you are a service business that tends to be the case you've got certain parts of the of your workflows that are handled in person or handled um through that face to face and then you got other aspects of it that are happening online and trying to bring those things together in a clear customer journey becomes difficult.

So, you know, you talked about getting them to focus on the delivery part and then saying, okay, where are the holes? Where are the gaps? And how can we fill those in so that the follow-up happens automatically? And we say, you know, you want to take your standard operating procedures and turn them into standard automated procedures.

But a lot of times they don't have standard operating procedures. So that's the key. You have to make a documentation what you do. And when I had the agency, I had them all having a different screen just in front of them and saying, OK, let's just have one Google Doc where you just map out what you do every single day in everything you do for your clients.

And then we can get screenshots in there. We can do all these things. So it's mapped out for anyone to step into your role if you are not here. Yeah.

Getting them to do that is a trick, though. Because let me give a little background here. I think this will resonate with some of our listeners. We want the benefits of automation, but doing the documentation so you can get a process that you can automate is not usually high on the list of priorities or preferences for entrepreneurs.

they're especially you know the ones that are most entrepreneurs are going fast a little bit ADHD takes one to know one by the way and and sitting down buckling down and like laying out the process and just thinking through it is not you know very appealing so how do you how do you work with your clients so that they want to do that work or they're willing to do that that work that's required to get an SOP so you can turn it into an SAP? So I would say that when I've done it with key people inside of the business and like some people from marketing, some people from sales, some people from delivery, mostly the time they never spoke to each other about things.

And that's a big aha when they're like, oh, in marketing you say this and then in sales you say this, but I am on like the customer end and I get all the requests of things that you like said would be there and they're like aren't there so it's like when they get this aha okay we have some things to do and this is why we have chaos this is why we have people not being happy in our company either the employees or the clients so now they are more inclined to have to say okay let's let's do the work i know my things best that i do let me just have today you can't put up your phone and just record what you say say hey i do this i log in this and here's where i find my login information and then I do this and this and then you can then put that into AI and it documents everything for you So you don have to sit there and do that what they did in my team like 15 years ago Okay so a couple of points of what you said there that I want to just touch on The first one is if you got a team and you've got multiple people that are doing this, then it's about bringing them together.

And by the way, a lot of times they do see the benefits of it because they know where the drop balls are happening and where the employee frustrations and customer frustrations occur. so I could totally see that part of it what about in the situation you know we've got some listeners that are like well I am sales and I am marketing and I am delivering I'm wearing all the hats as we say how do you you know how do you help that person and maybe you don't maybe you only work with companies that have a few employees at this point but do you ever work with a solopreneur where you're trying to help them you know peel off the hats that they're wearing and recognize the process that needs to be followed?

I would say that most of my clients in the beginning are solo entrepreneurs. They are the company one. They have been in business for maybe two or three years. So they know that they want to be in business and they know they want to sell their clients, but they haven't figured out how to do business.

And they know that there are balls that are dropping. That's the key. Yes, they know. A lot of times when you're a very early solopreneur, you don't have enough customers and enough things going on to start to feel the pain of what happens when things start getting dropped, when the follow-up doesn't happen, when the handoffs don't occur properly.

You know, you haven't seen that yet. And so, you know, you just don't have enough of a problem to solve yet. But once you get to the point where you've been in business for two or three years, maybe even, you know, once six months or a year, but even a solopreneur that's been going for a little while starts to feel the pain. They start to feel the drops.

And so I think you just laid a key point there. It's when you've been doing this for a while, you start seeing the drops, you start feeling the pain, you realize, I got to fix this. This is not working well for the client and it's driving me crazy. And so when you get to that point, the second thing that you said, which I love is, well, it doesn't have to be a labor intensive process to document, especially today.

You can literally record it, put that into ChatGPT, any number of AI tools, and have the documentation created for you. So that's a great point and a big time saver. What I see is a lot of times the obstacle for people getting going on automation is they've got to do a little bit of work on documentation. But now that's a lot easier.

Oh, yes. You can do this. If you do, like we say, like do common questions that people have. Yeah.

FAQs. FAQs. Okay. So you know that you get them, you respond to them on the emails.

It takes forever. And you, yes, I responded to this before. So it's easy now. You can connect ChatGP to like Gmail or Outlook and you say, hey, can you find all the emails where they have questions about my service?

And like collaborate them into one document and give me some like ideas of how I can respond to them. Now you can put that information on the landing page. Now you can put that into emails that sends out if someone is asking for something and clicking on a link and getting a follow-up response. So it's so much easier.

And when I had the agency before, someone was actually a business owner and he didn't have time doing the marketing. So we did it for him. But we then said, okay, you don't have time even writing this. And so what we did was asked him after all the conversation he had with clients but because he was out there visiting clients he picked up his phone and said hey i got this kind of questions this time and this is what i responded to it and he was on in his car like in between meetings 15 minutes and he was just blabbing into his phone sent that audio file to us and we were writing emails and we were writing social media posts based on that great but today we don't have to have the middle person anymore we can actually make it happen ourselves yeah that's That's a great illustration of how you could do it previously with help.

Now you can do it with AI. You record it. You're capturing the process. You're going through the process of getting things out of your head.

And you can do it audio. You can see what you've sent in emails. I mean, two great examples. Look at all the emails.

Put those into chat, into AI. Do voice recordings. put those into AI and now have it create your FAQs, have it create your content, have your email copy. I mean, there's it's so much easier now.

And then to create SOPs for you so that you can then automate it. That's what we want to get to. Exactly. So when we then say, OK, now I know this is my process.

I spoke it in on like on my dog walk. I took a thought of, OK, this is what I do in this stage. and you talk to the phone and you have that information, it actually has all your words, all your things. It's your message.

It's just that someone else is actually making sure it's packaged in a different way. And then you can say, what can I do different that actually is going to make me a better person in my niche? How can I be clearer in this? What steps do I do not see?

If I'm alone in my business, I don't have accountability partners, I don't have a business coach maybe, then I can ask ChatGDP and say, hey, I need your help. How can I make this better? How can I make the experience smoother? What steps am I missing that I can automate and digitalize?

Love it. Okay, so let's talk specifics. You're working with clients, service businesses, or most of our listeners. And, you know, let's say you start working with a client.

What are you helping them to automate commonly? Give us some of the examples of things you automate, some of the things that our listeners are doing manually that they should be automating. I think that the first thing I do is since most of them are meeting clients, we set up calendars for them to have different online calendars for different reasons. So they really know who booked what in different stages of the customer journey.

So if someone is yesterday having on a like a discovery call, OK, that's that time limit. Here's what they need to do before. So I talk to them and say, OK, if you have a like a discovery call, what kind of questions do you ask? What would be even easier to ask before the call so you can be really in tune into that conversation and make that not like 30 minutes, but 15 minutes.

So you making sure that you're using your time best. And OK, when you have that conversation, what kind of follow up would be the common things? Would it be? Yes, I'm interesting or I am not interested or maybe I want to wait for that decision because I have to talk to someone else.

OK, so how do you follow up today? And we go into the mailbox boxes or to their text messages and we make sure that they are now in inside of the automation is that. And now they freeze them up time and they can anticipate what kind of conversation would I have and they can be the best person at the conversation. So that's the first one.

So the first one is in the calendaring and the follow up process, particularly in having that discovery call. For most service businesses, a discovery call is that generic term of how you're beginning to engage with the client before you brought them on as a client. and how that discovery call goes and whether it goes in the first place is crucial to growing the business and so there's a lot of there's a lot of leakage in businesses where the discovery call doesn't get booked doesn't that the person doesn't show up when the call occurs there are key things that are missing in the information that's needed so you can make that a great discovery call with a high close rate all of the things that I heard you just just described are things I've watched in service businesses where it's it literally is the difference between the business working and not working if you can get the conversion right from the point that someone raises their hand with interest to the point that they are having a successful discovery call so so what you're describing is kind of the whole pre-sales process for service businesses and what are the mistakes you see that people make in in let's talk about just that aspect of the customer journey?

What are mistakes that people are making that you see and they kind of jump out at you, someone who's worked with businesses for 30 years doing this kind of work? So the easiest thing is follow-up and reminders in that sense when we're looking into that particular stage because they do, maybe they say, hey, you booked a call and there's no reminder until a call is actually done. So you have to keep them excited if it's a week out or if it's two weeks out because you're more fully booked.

Like they need to be excited. Yeah, so let's talk about that for just a second because, you know, the bunch of people are like, yeah, I know I got to have reminders and yet, and some might do that. But it's one thing to have someone, to have a prospect raise their hand and remind them they got a discovery call. It's another thing to be preparing them and getting them excited for the call so that they're coming to the call predisposed to hear your message.

How do you do that? Well, I really try to paint out the picture of who they will become after they actually consume the service. It's a great way to say it. Who will they become after they consume the service?

Paint that picture to get them excited on the way to the discovery call. Yeah. And since we in Business Heroes at least we try to illustrate the delivery journey the delivery experience of the client when they say yes until they are actually having the result that we promised Where the check are what the calls are when we do things when we need to have feedback on things we do, when we have in-office hours, whatever it is. And then we have all these delivery elements that we can pull from that and put that into those reminders and say, hey, you know what most clients that i just talked to someone who is in that delivery thing and in that element in that stage they said this yeah so now we're not talking as i'm generic testimonials making like talking about it it's really when you are in this journey when i came to this i've got this micro transformation it's changed me really inside of the journey i'm not even done yet what's Like all those things makes it so interesting for the people not to cancel, not to reschedule the call because we want to keep them excited, even if we don't have time talking to them in an hour.

Yeah, this is such a big deal. Sometimes people will call this indoctrination, an indoctrination series where you are getting the prospect excited about the opportunity to meet with you as an expert instead of allowing them to have it positioned in their mind that they've got an appointment with you. Yeah. appointments get dropped, appointments get missed, appointments don't get handled well.

But when you're positioned as an expert, and as Sarah, you're describing, you pull content from the delivery experience and the wins and the exciting transformational things that occur for clients. You pull that content into the indoctrination process, which is from the point the person raises their hand to the point that they are going to meet with you in discovery. I want to just convey to our audience, this is where the gold is in the lead to sale process. And this is what very good marketers know and understand that everyday service businesses miss and step over all the time because we think about just the technical spots in the journey, not the emotional journey we're taking them through to get them excited about meeting with you as the expert.

So I love what you called out there. You're taking points from the delivery, pulling them forward, getting them into an automated follow-up sequence so that not only are the, it's not just, hey, reminding, it's reminding and exciting. It's not just following up, it's following up and exciting. It's positioning the service provider as an expert that the prospect gets to meet with instead of having it be like, oh, I've got an appointment with sales or something like that.

Like that's, that's not how we get great conversion in our discovery or in our show up rate for discovery calls. So I want to point out to you, Clay, that most service providers that are a business of one, they don't have a sales position that's going to take care of the sales. They are the person who's actually going to be part of delivering together with the client the results that they are looking for. So we want to keep them excited.

We want to service them. We are curious about them. What do we need to know to actually make sure that we can wow them in the end? And we can also filter out those people that are not our clients.

So we don't have to have time in our calendar that is not going to be a client of us. It's just taking time spot that could be done for something else. Okay. I love that.

Oh, Go ahead, Sarah. No, I'm just saying that that's why I started to say, hey, we need to map out the delivery first. Make sure that that's super clear. Make sure that that works.

We can bring it into sales. So it's really like so simple for them to see all the things that they're going to go through. We can pick and choose different elements and like use as like a smorgasbord for them to see, oh, that's going to be something that I'm going to go through and I'm going to become this person. And then we can use it even in the marketing, in social media.

We can use almost the same things. It's just repackaging to reels or carousels or anything else. Love it. Great stuff.

Okay, so I love the automation to improve the show up rate on the discovery call. Now, the discovery call goes a certain way, getting this offer right so that you're presenting the client with the appropriate options to engage with your business as the service provider. Let's talk about that because it's one thing to get people to show up and there's a huge amount of waste that occurs for service businesses from prospect to show up at the discovery. In the discovery, this is where there's another big lost opportunity that occurs.

And I want to talk through this and it's probably a little less about automation. But since the whole point of automation is to get us to sale, there's this piece in the discovery call. And I know in your book you talk about the offer ladder. And I want to talk a little bit about this because we want to make it easy and natural for that.

You know, as service providers, we want to make it easy and natural for that prospect to go, yeah, let's do this. Let's work together. So talk a little bit about the concept of offer ladder and how you use that effectively to improve close rates on the discovery call. Yeah, I would say that when you have the discovery call, you should have a really good agenda because you have to have a strategy.

how you convert a client from being on the call and accepting that and putting time into their calendar to meet with you as an expert and make sure that you are in 15 minutes actually getting out of that conversation they feel like they already got some micro transformation in that call so I usually look at the offer ladder like okay what do we do to actually get the people into our world onto our email list for example okay so maybe we have a free free webinar or we have a like a lead magnetic form of a pdf or a guide or nowadays it's really like common to have an ai bot or something that they can do some easy things with so get some micro results for free yeah so let me make sure i understand your offer ladder what you're describing is your offer ladder actually starts early in the journey just to get them on the list and then there's progressive steps in your ladder that culminate with them buying and closing with you yeah I think that a lot of people like misunderstand sometimes what like oh we have to have huge funnels and they have to be 52 weeks long and like no people come to you because they have a problem if you're a chiropractor and they call you they need help now or within a few days that's it so we're not gonna say hey you have to learn all these things about us before no let's get them on a call yes make sure that they are like a good fit for us, let that get them into our booking system.

And okay, so now we have those people in our call. So we have some strategic questions that qualify them for different kinds of services and different kinds of packages. And if we have that illustration, we can say, okay, this is the thing that we do if you are at this point and you want to go to this point. Don't try to over deliver to our clients and try to solve all their problems.

Try to do the like service packages small enough for them to say oh i can say yesterday this is not a lifetime commitment to get the result and then you add another service afterwards say hey did you like what we did now we can take you to the next step because now you're ready for that yeah you were not ready before so you're taking it into bite-sized pieces that makes it easy for them to say yes can you give us an example of that maybe somebody you've worked with where they they maybe take that chiropractor example or another where you can create, you know, kind of a bite-sized service or options that, you know, would be helpful for our audience.

So I can take one example from ourselves. So we have the free guide where you can map out your business. It's called The Business Heroes Grid. It's one pager.

People download it. It's called The Business Heroes what? Grid. Grid, okay.

Yeah, The Business Heroes Grid. It's one map. You map out the customer journey. You map out all the things you do to support that customer journey and what you can then make sure that you can automate and everything else.

But you have a big overview on one page. Like we give it away for free. We just want everyone to get it because they get a really good insight. They can see the gaps.

They can work on their own or in that space where they download this. I'm asking them to say, hey, do you want to have my guidance doing this? You don't have to do it yourself. Yeah.

So then I have an offer for them to say, okay, I want to go through Sarah's mini training. It's just one hour of 45 minutes on video going through a stage where I do exactly the same thing for another company. And they can walk through that workbook, which is like 50 pages. It seems like long, but it's like really detailed if you want to.

But if you don't want to do it yourself, you can have the, like the chat UGBT that we built, help you fill it in and ask you to be more clarified and ask you to do a bit more. You get to know your client, get to know their customer journey. So you can know, you can ask the bot and say, hey, what should I do to actually help them? Yeah.

So it's like a mixed of like a hybrid delivery program that they go through. It's super slim in pricing. So they don't have to pay too much. And it's just for them to get a taste of what it is to be in our world.

If they like it and they saw everything that they want to do, they need to have accountability. So we create problems for each solution. So, when they have the overview, they say, oh, this is interesting, I need to know more. And when they got the information that they know, they get interested and they're like, oh, I need help doing that because I'm not going to make sure that I'm accountable to do that.

I'm totally into my delivery with my clients. I not into spending time on building my business so I need to have some accountability And that when they move into our Business Heroes Academy But most people are not ready for the Business Heroes Academy to start with if they haven had that clarity before from someone else So there was a lot of really good stuff you took us through there. And first of all, Business Heroes grid sounds great. There's probably a lot of people like, hey, I'd be interested in that.

We'll get to that in a minute. But you said something really interesting. You said we create problems for the next solution. And that's a really interesting way for a service provider to think about it because we're in the business of creating solutions.

We don't often think that if we're going to take them through a ladder of progression and getting them more and more involved into our business and the ultimate solutions we can provide, or maybe ultimate is the wrong way to say it, but all of the solutions we can provide, we can't just give them all of the solution right at once. It's too much for them to consume in most cases. They have to see a little problem and solve it with part of our solution. But in the solution, there's a little bit more, a new problem that's revealed.

Because like you said, you're creating problems and solving them in kind of a progressive fashion. And ultimately, able to deliver the entire solution or all the services that you offer. I think if service providers stop and think about it, they're probably either reacting to the problem in providing a finite solution or they're trying to give the entire solution that they offer. And in both cases, in the reaction, you're missing more of what the customer could consume for you.

And that's a problem. And in the case where you're trying to give them the whole solution, a lot of times they're not ready for that. And so what I'm hearing you say, and I think it's brilliant, is you break down your solution into smaller pieces where there's a solution that solves a problem, but that solution also reveals the next problem. And then you have a solution for that to solve that problem.

And then it reveals the next problem and so forth. And I think that, you know, as I've watched successful service businesses through what's often called an ascension model or a progressive customer journey, they're doing just that. They're delivering a piece of solution and revealing the next problem. And the client can decide if they want to take that on or not.

But it gets them out of that place of having poor close rates because or poor revenue because they're only solving a piece of the problem without revealing the rest of the issues that can be solved or they are offering the whole enchilada when the customer is not ready for it. And I think that when I'm in like a sales conversation, I usually leave with my signature program, the Business Heirs Academy. And I say most people are not ready for that yet. if you are not let's figure that out if you are because you could be you could have had so much experience and you're ready for it that's fine like you are welcome but the book but I lead with the highest offer first and then I go to and say hey if you're not ready for it I broke out things from the academy that you can buy on the side as a standalone yes to get a taste for it because I think that if you got that thing you are going to be so much better than you are but you're not going spend the money and the time yet but when you have done the work here you are ready to come in and then they feel like oh i'm not ready you don't want me and they get hungry to actually showcase i'm going to do the work in the inside of the first program then i'm going to be ready to come into this and they are fast action doers to make sure that they are ready they don't want to miss out so don't try to give them the easiest solution first if you feel like they are ready for the first one and tease it like the biggest one first and say this is what i have but most people are are ready for it.

You might not be, but maybe you are, let's figure out. And then like, there's no, like everything is good. It's not like you are not good enough. I don't want people to come into a program where they don't spend the time.

They don't have the money. Like I want them to be really ready and make sure that they are, if they are not make sure that break out something that makes it easy for them to get started in a simpler way. There's so much goodness in terms of the psychology of sales and customer success that you just laid out there that you lead with you lead with the higher offer that does a few things it qualifies people up who are ready for it it it it enables you to filter out the people who aren't ready it enables you to grab quick business for the ones that that see it instead of requiring them to go all the way through the journey if they're ready for that.

And it, it, like you said, it causes people to kind of sit up straight and be like, no, I'm ready for this. Like I want to do this. So, um, but the other thing is in terms of customer success, um, by the way, you also, the other thing there that people need to make sure that they're catching is you're, you're, you're practicing a principle called price desensitization where you are able to downsell them to something that fits for them better after them seeing a bigger price tag.

There's a lot of studies out there on this, but it's an important technique to use because people will go, oh, wait, well, I'm not ready for that, but this feels better to me. And if that's what's better for them, great. Other people will be like, no, I'm ready for this. So it's going to improve your close rates for that reason, as well as the qualifying aspect of it.

But also the customer success aspect is you're getting people to do the things you need them to do. How many people on this, you know, are listening to this going, yeah, well, I wish I could get my client to comply and do the things I need them to do to be successful. When you qualify them in the way you're describing, they are sitting up a little straighter. They're taking on the part they're supposed to do.

They recognize, okay, well, I got to, I'm in the big program here. I got to really show up or you're teaching them and training them in the smaller program to get them ready for And either way, it leads to greater customer success, greater fulfillment and satisfaction for you as a service provider. And I will add to when we break out something out from the Business Sales Academy, we make a summer reward like gamification. So if they go through that mini course within a few days and do the assignment, which is yes, reporting, what kind of takeaway did you get from all the short videos that are in there?

they get a reward video training that's from the academy as well so then we can really filter out who is actionable like action takers who are yes buyers who's never going to log in and since like most like online courses like have a completion rate of like five ten percent at best we want to make sure that we can get them through it so they get the result the micro result that we want from that micro training so they're ready to actually come in otherwise they they will be on our list forever because they don't get a result and they felt like, oh, it didn't work for me.

Well, they didn't do the work themselves. So let's make sure that they do. Right. It works if you, the system works if you work the system, right?

So there were other things that I wanted to get into, but we talked a lot about the marketing and sales process and frankly, the way that service businesses can grow their revenue. And so I'm glad we spent the time on what we did, but for people who want to know more about you or like to maybe, you know, get that, that, um, business heroes grid, uh, where can they learn more about you? So our website is business heroes.io and I am Sarah Watts on LinkedIn.

So it's the best way of connecting with me. I have a newsletter there as well. So you can see how you can grow your business. Um, and, uh, I will say, send you the link to the, uh, to the grid so you can put that into the show notes.

Okay. We will do that. Well, Sarah, thank you so much for talking automation with us, making AI practical and actionable for people and the way you talked about that with both voice and using emails and creating content as well as creating SOPs using AI so that you can then automate them. Thank you for being an amazing partner and using that campaign builder, also known as an agent builder for all these years.

And I'm excited to see what you continue to do to help small businesses succeed and to help your clients grow. And thanks for sharing some of your wisdom with us today. And thank you, Clay, for creating such an amazing book and also for taking care of me and being a really, really good host when I've been visiting in the U.S.

So thank you so much. You're welcome. Thanks so much, Sarah. And thanks, everybody, for tuning into this episode of Conquer the Cast podcast.

If you are not practicing automation, if you're not laying out your processes, if you know that there's more you can and should be doing, Sarah is a great resource. Check out the Business Heroes grid and check out what she's doing. But make sure whatever it is that as you're listening, you're like, okay, I want to put something in place in automation. Because as soon as you get a little taste of that time savings and somebody doing things for you, what you would be doing yourself, you'll get hooked and you want to do more and more.

And automation, one of the great keys to success for entrepreneurs as we lay out in Conquer the Chaos. Thanks again, everybody, for being here. Thanks, Sarah, for joining me. Until the next episode, everybody, get out there, conquer the chaos, and grow your business.

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