The Service Business Model

“Performs a physical service for their Client which is either done at the Client’s location or at a ‘Brick and Mortar’ store”


Case Study #1: CleanCorp

CleanCorp uses Infusionsoft to fully integrate their multiple service offerings.  They have a System, Process, Campaign, and Webform for every single Task that they complete.  They use reports to watch trends and anticipate needs, as well as offer new products or services.  They can easily notify customers of these new products through targeted emails.

They use a SendOutCards campaign to ‘humanize’ their cleaners, which dramatically helped retention of cleaners as well as lowered complaints from clients.  The campaign was focused around sending out bios of the cleaners to the clients.  The bio would contain interests of the cleaner, pictures of the cleaner with family, as well as a background of the cleaner.  This was a popular with not only the clients but also the CleanCorp staff.

The CleanCorp process is to have strong Call to Action points on their website as well as using SEO, PPC, and lumpy mail.  They also use social media and LinkedIn.  PPC leads would be directed to landing pages with a clear Call to Action.  Any non-converting leads after the standard sales cycle would be put into the nurture funnel for direct marketing.

CleanCorp found that their best lead generation came from their blog posts.  After learning this, they made sure to put Call to Action boxes on every webpage.  They make use of the Free Report hook on their website, Facebook, Twitter, Google+, and LinkedIn.

The most frequently used Call to Action is to ‘Request a quick quote’.  The intake form will quickly segment this lead into either a suitable or non-suitable prospect.  Next, segmentation would occur to determine if the service desired is a One-off, require a Site Visit, or is a Non Commission job.

A very popular Long Term nurture campaign piece they use is their ‘UV Light’.  This lumpy mail marketing piece uncovers how dirty the workplace really is and is a strong motivation to call up CleanCorp for a consultation.

[Tweet “@CleancorpAU Use of the UV light as lumpy marketing is brilliant! Pun intended. :)”]

The first email CleanCorp sends out is ‘salesy’ with corporate branding and more generic verbiage.  After that, the emails become more personal and some are made to look like they are ‘sent from my iPhone’.  If the emails don’t trigger a response, a task is set to go off to call the lead.

Testimonials and business certifications are integrated into the nurture campaign to build credibility.

Onsite visits are done while filling out an iPad webform so that key information can be recorded as well as triggering a Thank You email sent at the end of the visit.  Also, the back-office gets notified to do a full quote (Task).  After that, a thank you email is sent to the new client along with a Welcome email once they sign up.  A Task is sent to Accounts Payable to set up a recurring billing plan for the new client.  Then a sequence is triggered to set up a queued fulfillment list for the assigned cleaner as well as a contract for the cleaner to sign.  CleanCorp strongly recommends using a digital signature company like Settleware. 2 weeks into the new contract, the new client is solicited for feedback and a testimonial with a SendOutCards campaign.  They also have a Referral campaign that rewards the cleaner and the client with $25 if the cleaner brings in a new client.

Upsells are present in all campaigns and they take advantage of holiday based campaigns as well.

CleanCorp makes Heavy Use of the Opportunities section of Infusionsoft to manage the sales cycle as well as to monitor the location of a prospect in the funnel.

Leadscoring is done on these metrics:

  • Email opens
  • Daily frequency (actions taken daily)
  • 3+ visits a week to the website
  • Ideal postcard delivery area
  • Webform submissions
  • More than ideal cost/week
  • Are they a Referral (Special attention given here)
  • 20+ staff in office

The most important point is that a large number of points are deducted after 2 weeks so that ‘Hot’ clients are also ‘Current’.


Case Study #2: Salon Success Strategies (also a Membership Model)

Salon Success Strategies utilizes Leadscoring to only follow up with Hot Leads.

They properly setup Nurture campaigns to educate prospects well which allows the prospects to ‘warm up’ on their own, making sales calls much easier.

Most marketing is done at conventions (due to their type of business), so sales pieces are a CD/DVD with education about their services.

Here is the process:

Initial interest is shown at an Event -> Prospect talks to Heather or another sales rep -> Prospect is entered into a ‘warm up campaign’ and given a CD/DVD to educate themselves at their own pace -> Links in emails and video tracking is done to track Prospect engagement -> a phone consult is setup -> Prospect is converted or moved to either DIY or long term nurture.

They use Facebook ads and applications, send out two direct mail pieces per month, as well as publish in industry periodicals.

Initial segmentation is done through 3 questions (not listed) which then sends prospects into different sequences.  Next, Leadscoring is used to track reactions to the sequence.  Active prospects are rewarded with points/flames and will be contacted by a telemarketer sooner.

The Lead Nurture process is done with 3 video classes.  These videos are designed to pique the interest of a prospect and lead to a phone call.  Tracking is done for each video to see who watches, how much is watched, and if all videos are watched.  Another webinar series us made for the DIY business owners.  These kinds of prospects are pushed towards a monthly subscription.  The main offer of the monthly membership is offering a place where salons can customize marketing pieces created by Salon Success Strategies with their own logos and pictures and then download these pieces to use on their own.  They have 3 levels of paid subscriptions offered (not listed), and they use upselling in their marketing pieces.

All marketing campaigns are setup in Campaign builder so no marketing is forgotten.


Case Study #3: Holistic Veterinary Care

This veterinary business makes appointments over the phone or face to face and every year has over 10,000 transactions.  They never considered the need to collect a client’s email address until they realized they could add massive value between appointments.

Nurture campaigns are setup to address a client’s fears which is usually the Unknown.  Valuable tips are sent (based on the pet recorded in the system) so that a dog owner doesn’t get Cat Tips.  Also, surveys are done with owners to find out what they want to know more about.

Leads are generated through Opt-in pages, webforms, and Facebook ads, so they are constantly building their list.  Their 1st project was to build an Opt-in for long-term nurture of bi-weekly pet-care tips meant to educate and build trust through follow up.  It also allowed Holistic Veterinary Care to collect information from potential clients though carefully spaced questions and links.

Their Social Media marketing is extensive.  They post new content three times a day on Facebook, and setup a 30 day photo challenge on Instagram/Facebook/ and Pintrest to get clients and potential clients engaged and able to win prizes.  They use GroSocial to post Yelp Reviews, sell products straight from Facebook, as well as use GroSocial to run Facebook contests and setup a tab to get pet care tips.

*I think a great photo challenge would be to take an aspect of your business that you want people to do and run a photo contest of people proving they are using your product the right way.  Run it as long as appropriate and award the winner with ‘Ultimate (product name) User’ or something like that and a decent unique prize.


Case Study #4: PrinterBees

This full service marketing solutions for small business owners uses in-house graphic designers individually assigned to clients to maintain consistency in design, messaging, and branding.

Through segmenting and careful follow up with “the right people at the right time” was their biggest success from implementing Infusionsoft.  This is a very consistent theme of successful Infusionsoft users.

Webforms and Free Downloads have been extremely instrumental in their growth.

Follow up is very specific to how the lead comes in.  New customers are ‘courted’ and appreciated with follow up sequences to welcome/follow up / and notify them that their coupon will expire.  This notification and reminders are not only helpful, they also offer additional chances to speak to new customers and build more trust.  Account managers are assigned to each client and all correspondence comes from them.  NO email is sent from ‘the company’.  Content is written carefully to be personal (not addressed to a large audience).  Seth Godin would be so proud. They also ALWAYS remove the ‘if you cannot read this’ header from emails.  Of course, it is very important to always provide valuable information with every email.

Account managers follow up after every marketing download, and an e-magazine is sent every 2 weeks to continue the PrinterBees branding and messaging.

All leads are tagged by where they come from, what type of customer they are, and anything else they can think of that is useful.

When orders are made that don’t include a common package/complementary item, follow up is done to educate the client about the beneficial item they may have missed accidentally.  An offer can be made with an upsell right there!  This is taking the idea of a shopping cart or thank you page upsell and going even further.  Imagine sending a video email explaining the benefits of that additional purchase.  I bet that would increase sales on these ‘missed opportunities’ even further.



The Service Business Model is made from notes taken from the Small Business ICON Playbook “Top Customer Case Studies & Campaign Samples” from ICON14.

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