Colby West run TapClicks, a company established in 2009 that provides marketers around the world from 5,000 different agency media companies and brands with a digital tool to streamline and optimize business management. Their flagship product is TapClicks reporting and analytics, which Colby initially built for his own needs because he couldn’t find it in the marketplace. The tool facilitates marketers’ analysis by consolidating different tools and data into one place. It’s a technology and service tool that provides account management and communication with the TapClicks team.
A Quick Preview of the Podcast:
- How to educate prospects first before selling to them
- How a world class dashboard tool helped an agency stand out as a newcomer
- How to grow a client base without hard selling
To See These Tactics In Action:
To See The Transcript:
Tim: How do you separate yourself from the pack in a sea of competition? Some folks would say the key is to sell and sell hard. Others like today’s guest recommend actually pulling back a bit and focusing on your client’s needs in a really interesting and unique way.
In today’s case study, you’ll hear how Colby West’s clients were able to go from 30 to 750 clients in just one year without turning up the sales heat. It’s a great tactic that’ll allow you to find exactly what your clients are looking for and it makes it easy to offer your solution.
I’m Tim Paige, the senior conversion educator here at LeadPages and this is ConversionCast.
All right, awesome. So can you tell us the results that your client was able to get using the case study we’ll be talking about today?
Colby: Absolutely. So in the course of a year, this particular agency was able to grow his client base from 30 SMB clients to over 750.
Tim: That’s awesome. I love it and it’s fun because we’ve got a couple of different things that we’re going to talk about that we’re able to get them to do that. So, before we get into the specifics, I’d love to hear a little bit about who you are and what your company does. Tell us a little bit about that.
Colby: Sure. So our company is TapClicks. We’ve been around since 2009. We work with marketers around the world. We work with over 5000 agency media companies and brands. Our flagship product is our TapClicks reporting and analytics product which really helps consolidate all the different tools and data that you have coming from the various channels that marketers use all into one place to really help streamline and optimize just the way you run and manage your business.
Tim: Nice. I love it and that’s I think kind of a foundation piece for what we’re gonna talk about. So can you share with us a little bit about maybe tell us a little bit of the story of how you were able to find this out and you know, again what they did to get such a great result?
Colby: Right, absolutely. So we have the great fortune of working with a lot of great partners, thousands of agencies in particular. And we’re analytics junkies. My background is I couldn’t find a tool for my own needs so I built one as many entrepreneurs story will include. And I still love looking at the data and seeing what’s going on.
And you know, when you look at the curb, you kind of see all your different clients and what people are doing. And there was one client a couple of years ago that just really, really stood out. Again we talked about his growth and he went from literally 30 clients when he started to over 750 a year later.
And so I took it upon myself to kind of reach out and I’d actually was the original person who helped bring this guy on to the problem. So I knew him pretty well. His name was Rick and I said, “You know, Rick, what is going on? How are you growing at this rate? And you know, we’ve always had a good relationship and he didn’t have any problem telling me. He goes, “What I’ve noticed out there is a lot of people burn their clients and they go in with the hard sale. They go in saying I’m an agency, I’m gonna promise you a lot of leads, a lot of SEO performance, all these things and they’re unfounded claims.” What he realized is when he was, you know, just a small agency, he couldn’t compete with all the big people. He was going and he didn’t have the time or the resources to do the 12 to 15 calls it took to get in. So he needed to figure out a way that he could, you know, realize and help them learn to trust him better.
So what he did was he really, he turned to education and he used probably what I consider to be the air and lifeline of online marketing which is Google Analytics. And instead of going in and pitching people what he said is he goes, you know, has anybody ever explained Google Analytics to you? Have you ever hooked it up to your site and learned about what’s working and what’s not working?
What he found was that instead of people pushing him off those, you know, 10 to 15 times, he found that people were a lot more in to being able to do that. Saying, “You’re not selling me anything. No, all I want to do is put this on and help educate you and if you know if we find something interesting, we can go ahead and continue from there.”
So he’d go ahead. He’d take it upon himself to put the code on people’s site and then he touched base with them every… I think he said it was two weeks and then every other week for the course of two months. And you know, from there he in a lot of ways got to lift up the veil and he got to see exactly what was going on. And if, you know, people had this site but it was generating three visitors per month, he could say to people, “Hey, you’re not getting any traffic to this site. Here’s different things we can do to help build your traffic.” If they’re more advanced clients saying getting, you know, looking at their lead attribution or something like that, he could tailor the conversation to that.
You know, obviously going back to the plot of this case story, the results were incredible. He again went from 30 clients at the beginning of the year to over 750. And our tool was obviously a great part in that. I have to put my plug in there a little bit. But you know just it helps him, giving him a way to take Google Analytics, bring it together, easily distribute it to his clients and really he used our tool as a sales enablement tool to help grow his client base.
Tim: It’s so interesting because you know, in an era where so many agencies are just jumping on and making a pitch. You know here’s what we can do for you and here’s the thing. This kind of method, this tactic of saying, look, I just want to help you. we’re going to take a look and if there happens to be something that I can help you with, we’ll discuss it then.
Not only does it really make a great relationship with that prospective client but also you mentioned this is that they get to look at what’s happening in that person’s business. Find what they’re missing, find what their website isn’t doing well for them and it gives them the ability to say, “Here’s where you’re going wrong, here’s’ what we can do to help.” It’s almost like instead of asking somebody what they’re struggling with, it’s being like hey, take me into your daily life and let me see what’s up and then I’ll fix that for you.
Colby: Absolutely. And not only that Tim, I’m not just telling you this because I think it will work. It absolutely does work. So I have shared this story on a one-on-one basis with other agencies that I’ve met with over the years and they’ve come back to me a lot of them and said, “You know what, that worked really, really, really, really well. It really helps people drop their guard and get us in and start having a conversation with.” At the end of the day, that’s what most people want. People want people that are going to sit across the table from you and respect your opinions and the services you bring to them. And on the client’s side, they want somebody that cares about their business and can hopefully make them grow and succeed.
Tim: That’s right and you know I think right now again in this time where there are a lot of agencies and there are a lot of options. It’s nice to be able to show people that this is how we can differentiate ourselves. I think that’s a really special thing. And again it makes the agency stand out. Any tips that you have for making this work and how to really do it in a way that’s not just like reaching out to people and saying, “Let me install Google Analytics” or whatever their pitch maybe?
Colby: Yeah, that’s a great question. So I’m also a big believer in you know, show me you love me. So give them, take somebody through kind of a case study of how it worked for somebody else. I don’t think this is the pitch that’s gonna take an hour. I know certainly when you have these agencies especially that cater to midsized companies out there, getting just a few minutes with those people’s time is important. So you know make yourself look professional. And again a slight plug for us there but having a tool like a dashboard tool that makes you not look like just kind of another agency in the neighborhood but actually puts you on a world-class platform to be able to help show and spotlight that.
I also feel like the other big trick is talk human. I think still in this day and age, you know, the words of conversion and analytics and all this stuff to a lot of people is still a bit mystifying. So I always tell my folks here and we try to talk like we would talk to my mother. And my mother is a wonderful, smart person but you know, I basically have to make it really simple when I explain to her what it is that I do. And so I always say try to find a way to just talk human with these people and I feel like it gets you a lot further.
Tim: That’s awesome. I love it. So if somebody wants to find out more about your tool, your software, how can they do that?
Colby: Call me. No. But you certainly can do that. www.Tapclicks.com and we’ll tell you anything we’ve got. We have a great tool here but at the end of the day, I think what sets our company apart from the pack is yes, it’s a good technology but it’s a service second to none. We’re big believers in helping people grow their business and a tool is only gonna take you so far. So we put a lot of emphasis into account management, being available, phone, text, chat, any way you need to reach us. So again I’m about the human element so are we.
Tim: I love it man. Thanks so much Colby for being on the show. I appreciate you sharing this case study with us.
Colby: Thanks so much.
Tim: This Thursday, 3:00 p.m. eastern time, allow me to show you how you can grow your email list quickly using the exact same tactics we use here at LeadPages. It’s a free live training, and I’d love for you to join me Thursday at 3:00 p.m. Eastern. To reserve your spot all you have to do is text LeadPagesLive to the phone number 33444. Again the number you’re gonna text it to is 33444 and the word you’re gonna text all one word is LeadPagesLive. Or you can go to LeadPageswebinar.com and reserve your spot there. Again, I’m Tim Paige, the senior conversion educator here at LeadPages and we’ll see you next week on ConversionCast.
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