The Sweet Side of Gifting [ Part I ] with Trevor Martin on Episode #0204

Intro [0:00]
EA Interviews Episode 204. Inspiration, transformation, success stories, and the Imperfect Action Round seven days a week. Join Mario Fachini for today’s Expert Authority Effect Interview.

Mario Fachini [0:13]
The sweet side of gifting. I don’t know what you’re doing with your prospects and clients. Do you have a gifting program? Do you have a customer satisfaction program? If you don’t, you should. And that’s why I’m excited to have the owner and founder of Noms Bakery, Trevor Martin here today. We’re gonna be talking about the sweet side of gifting and how it’s going to increase your profits. I’m going to bring him up right after we thank our sponsor.

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Mario Fachini [0:54]
Here he is ladies and gentlemen, Mr. Trevor Martin. Trevor, how are you feeling today?

Trevor Martin [0:58]
I’m doing well, Mario. Thanks for having me.

Mario Fachini [1:01]
I am excited to learn more about the sweet side of gifting. And I want to ask you, why is it so important to have a customer loyalty program and reward those who are investing money with you?

Trevor Martin [1:15]
Sure, well, it’s all about keeping with communication. Right? So you know, unfortunately, a lot of companies bypass this and don’t, don’t do this enough. And your top clients should always know they’re your top clients. Right? That’s the question I always ask is, do your top five clients know that they are your best clients? And if they don’t, why don’t they? Right? So by utilizing a proper gifting program, these people know that you appreciate them. And it’s a lot easier to retain clients, right? Because the old adage, it’s always easier to retain your clients then attract new ones, right? It’s seven times more expensive. So that’s what having a proper loyalty program will do for you.

Mario Fachini [2:04]
With the people that you’re focusing on helping, how many of them would you say know who the top five clients are?

Trevor Martin [2:13]
When I asked that question, I typically, I would say less than 30% to rattle it off, just like that. And that’s a scary thing. Because when somebody asked me that question three or four years ago in a networking group, I have the same answer where I didn’t know. And so we really kind of flipped that and use it as a marketing tool. So it’s pretty surprising. That really should be on the tip of any business owners talk. Right? Who’s paying your employees paychecks, right?

Mario Fachini [2:46]
Now, what about once you know those five, how often would you say most people are following up with them to let them even know they exist?

Trevor Martin [2:55]
That’s a great question. I think you know, the answer to that, is, it’s very few. So we find that most of our clients are really into camps before they come and become clients of ours. They really don’t like to gift because it takes a lot of time. Right? So part of the issue that most people have is, “Look, I’m working in my business, I’m working on my business. And I don’t have time to gift.” Right? “I know I should be. I know all the top performer and the one percenters around me are gifting and they’re utilizing these programs, but I just don’t have the time to do it.” And so what ends up happening is they end up sending the gifts at one time year, at the end of the year, right. And they end up sending the same stuff that everybody else’s and it’s not personalized. So biggest issue with that is that it gets lost in the mix. And so you spend this money, the average small business spends about $1500 sends to about 20 or 25 recipients and that money is really going down the drain because it’s getting lost in the mix with everybody else’s juice.

Mario Fachini [4:03]
What are some examples of bad gifts you shouldn’t send? And let’s keep it under 10 because I’ve got a few dozen in my head again and if anyone needs a pen…

Trevor Martin [4:15]
Yeah, so you know we all joke around here it’s we we typically instead of you know framing it as all the different bad gifts like the frame of what you should be doing. Right? And so you don’t want to ship anything that’s gonna offend people, right? So shipping booze or wine, any type of alcohol can be a risky proposition especially if you know, they’re sober, they don’t drink.

Mario Fachini [4:38]
I don’t know. It depends who you’re sending it to. You might just make some new best friends. They’re dependent on which one it is.

Trevor Martin [4:43]
Hey, I didn’t say… this is me personally. I love getting a good bottle of bourbon, right? And if you know your client, I think that’s the point, right? If you know your client and you know they’re a bourbon drinker, there probably isn’t a better gift to send them out there that are really great bottle of bourbon, however…

Mario Fachini [4:59]
Which one would it be for you?

Trevor Martin [5:01]
Man, my buddy just got me on to Angel’s Envy, if we’re gonna go on the lower end, but wines, I mean, I typically default wines, usually.

Mario Fachini [5:13]
So you would like that. But you’re saying if you accidentally send it to someone who’s been sober for 25 years, this may not be a good thing.

Trevor Martin [5:23]
Right? So the main issue is sending gifts without knowing enough about your client, right? And if you’re doing one on one prospecting or client appreciation or you really know your clients, I think it’s easy to do, if you know your clients. But you know, when you’re sending out 25, or 50, or 100, gifts to your top clients, you really want to make sure that based on that foundation is something that’s going to go over well with everybody. And that’s why confectionaries, sweets are such a popular items, because even if they’re healthy, they don’t necessarily eat them, it’s easy to give away and pass out to other people. But that’s one reason we started the company.

Mario Fachini [5:59]
I’ve seen some people that are completely healthy, completely. And they’re like, “Oh my gosh, that’s a you know, cheesecake, brownie, cookie…” Whatever the case is, carrot cake, you know, just pick something. It’s like, I’m a little bit Italian. So cannolis are freaking delicious. And I’m thinking of someone, they’re like, “How many are in there?” I’m like, “Well, how many you’re gonna take?” And it’s like, you know, they’ll enjoy it, especially if it’s around the holiday season or something, or if it’s out of the ordinary. I mean, if you’re hitting up the local ice cream shop every day. Hey, no shame in that. But if that’s not you, I still see people partake on occasion, if it’s out of the norm, and I’m just willing to bet when you’re sending gifts to them, you’re probably not going to email them right away. Like it’s kind of fun to surprise people. Right?

Trevor Martin [6:57]
Absolutely. And on your point, my wife who does our marketing here is actually a bikini competitor. So you can see the dichotomy there, where she’s, you know, getting up on stage and lifting weights and preparing for the show, but she works in our factory where we have, you know, 100,000 cookies in the freezer behind us, right? So it really just… even if they are health and fitness focused. You know, everyone usually enjoys a good cookie. Yeah.

Mario Fachini [7:28]
That’s awesome. And that reminds me of… early on when I started my business and was learning marketing. And you know, I remember hearing from a coworker at the time, probably one of the most profound pieces of advice. And it was, you know, if you’re trying to sell a burger to a vegetarian, it’s probably not going to work. So sell them the vegetables. And it’s like, you can sell the stuff and still help just because you don’t like it. I’d say this is probably the biggest thing that most people get wrong in business. And it’s, they’re like, “Well, I don’t like doing it that way.” Okay, well, that’s like someone’s saying, I don’t like cell phones, or I don’t like this. Well, cool. But the other 99.999% of people on the planet you’re gonna appeal to, you can still have a business. It doesn’t need to be a passion project. Or maybe it is. But it doesn’t matter what it is personally for you. If you can incorporate it or you can’t, it’s your call, but doesn’t mean there’s not a market for it.

Trevor Martin [8:29]
And before we got into this, we assumed that the only market for doing these business gifts was going to be client appreciation. And what we found was there was really a huge resurgence in direct mail, especially when people were using them, using direct mail for prospecting. And so that was kind of a big surprise. We really, I mean, our business has been tripling every year. And I would say a very large portion of that is due to a lot of tech companies using us for top of the funnel prospecting. And the reason they’re using baked goods… and we’re not the only company doing this, right? And the reason that they’re using baked goods or other baked goods companies is because it works and it has a very large appeal.

Mario Fachini [9:14]
I gotta ask you, how did you get into it? Because you’ve said, you’ve alluded to some things earlier, and you know, when you were at that networking event, you didn’t have this company, did you at that point?

Trevor Martin [9:29]
It just started it. In fact, the reason… So I’m not a big networker. This is not something I like to do in my spare time is go talk to people and go network with people and I’ve kind of grown the joy but the reason that I started was because we had just started this business. And my background is more in the operations and scaling things and not necessarily in sales. And so I said, “Okay, we’ve got this bakery. We’ve just invested in this equipment.” We’ve just started this business and we know our product is good. But outside of doing farmer’s markets and outside of selling to friends and families and just having organic growth, I didn’t know how to do anything with sales. And that was really my main reason behind joining a networking group initially.

Mario Fachini [10:19]
And it’s smart that you did because myself included, every business in the world, if you can’t do the sales and marketing, no one’s going to know about the product and story.

Trevor Martin [10:29]
I wish you were here to tell me that about three or four years ago, because I probably would have started with sales and marketing, as opposed to building a fantastic operation side first, because with that comes an immense amount of overhead.

Mario Fachini [10:44]
Tell me about that. You can get as specific or keep it as private as you want. But I want to… What were you doing prior to this and how did you bridge the gap to go, “I want to have 100,000 cookies in this whole operation?” I mean, you didn’t just say I want to offer someone, and I really don’t… I’ll use websites, because it’s something I started with. But it wasn’t something you could do on your own pretty easily. It sounds like you started a whole operation. Why didn’t you just go with something you could have done easily on your own, controlled it and kept costs down?

Trevor Martin [11:19]
Yeah, I’m a bit of a masochist. So anyone that knows me knows that I like to do things the hard way. So my background is in finance and graduated ASU and went out and did real estate investing. So okay, bought my first house at 18 didn’t go well, that’s a story for another time. I bought it probably at the very worst month, you could have in 2006. But, and that ended up transpiring into a real estate investment company, and a real estate analysis company. And that was the only area where I felt like I really succeeded. And the fun part about that, my real takeaway was that I really enjoyed finding a problem, and then figuring out how to scale that, especially from an operation side. So fast forward to five years, I met my lovely wife, I’m trying to impress my in-laws. And my dad, who is a retired computer programmer says, “Hey, you know, I like baking, I like making these gift baskets for the neighborhood.” And so he’s been doing this for the past few years. And I’m like, “I really want to impress my future in-laws, can you make them a gift basket?” Now they’re big entrepreneurs here in the valley, they have thousands of employees and when they got a hold of this gift basket with these baked goods, I’ll never forget the look she gave me. She goes, “You got to start selling these, I don’t care if they’re in our call centers, or online or in farmers markets, you have to start selling them.” And that really coincided with the end of the year, like I said, they’re executives, and they get a ton of gift baskets, right? And a lot of these go unopened. And so we really found that there was a niche and a void to be filled. Where we’re like, “Okay, we need to provide a good product, because a lot of this was freeze dried fruit and nuts, you know, 80% of the stuff looked like it was coming from the same factory. So we said, “We got a good product.” And we have to have some personalization, because the only gifts that they really cared about were the ones that were special or personalized to them. And so that was really the inception, start of Noms Bake Shop.

Mario Fachini [13:18]
That’s pretty inspiring. I gotta be honest, that’s pretty inspiring. Because I don’t know if I would have, you know? I’d like to think I’m very courageous and I’ll do anything, but it’s a big jump, especially if you weren’t in the space before and I was going to make a joke and go oh, real estate. That lines right up with, you know, confectionery. But the reality is, you had all that… You know, how long you said? I’m just guessing 10 or 12 years of real estate all combined?

Trevor Martin [13:48]
Combined. Yeah, right. Right, I would say right at that, eight to 10 year mark. And so that was a big decision to end up leading real estate because when you have all that accumulated knowledge, you know, I had a couple of deals that didn’t go the way that I wanted to and the people in the industry itself, I decided to start distancing myself. It was a big decision because when you got that much time and not much energy…

Mario Fachini [14:11]
You don’t want to just give it up right away. But what I’m hearing, joking aside is, I know… There’s people that have reached out to me, “I want to be on your show. I want to do this.” You know, “We should partner, this and that.” And I’m like, “I don’t even know you. You didn’t even say hi yet.” And you want me to give you 10, 15, 20 years of what it took for me to build up these relationships? You had that though with your own you know, you already had people that you knew you could market to your new business and product and it lines up ideally with it.

Trevor Martin [14:43]
Yeah, surprisingly well. Right. So one of the verticals that we, you know, go after is real estate, realtors and mortgage because that business is about relationship building and maintaining relationships, right? So like any business they have to prospect and do client appreciation gifts. But it’s so important because such a high percentage of their business is based on referrals. And so that’s really where we got our start was in the real estate and the mortgage industry. But that also led us to another interesting problem that we didn’t know we were going to face. When you’re starting out any business and you’re new, you know, you try to figure out, “Okay, well, who’s our target demographic.” And it’s tough because everybody eats cookies, right? And so we started going after everybody, which anybody that does business, you got to narrow that scope a little bit. And the problem we were having with some of our best clients were accountants and photographers, along with real estate and tech companies. And so we’re like, this is all over the map. And the one commonality we seem to find between all of those customers is that they were in the top 1% of their field. They understood the power of gifting and staying top of mind and staying in communication, not only with prospects, but people that they were trying to re engage and then people that they were thanking for new deals. And so if these 1% people at the top of their industry that were just amazing at what they did, they had a gifting program in place. And that really, that’s when it began to make sense to us. Okay, let’s go after the people at the top of their industry.

Mario Fachini [16:24]
That’s smart. That’s smart, because so many industries can use it. But should you go after them? I mean, and I was gonna say, yeah, everyone eats cookies. And everyone like, maybe not everyone if some fact checkers out there. Okay 99.9999, like, majority.

Trevor Martin [16:44]
Most people eat cookies.

Mario Fachini [16:45]
But the deal is, how many people appreciate it? Like if you send free gift baskets to 100 different people, cool. But from a business standpoint, how many of them will appreciate it? Instead of just going I’m a taker, and just eat it, they’ll enjoy it. But then what other percentage will actually convert to, “These are delicious. I want to re-up.” — And tell other people about it?

Trevor Martin [17:06]
Yeah, don’t get me wrong, there’s always going to be those people that are whether you’re prospecting, you’re saying thank you where they don’t appreciate it, or they’ll just take the cookies and blow you off. But for the most part, what we found is that step one is actually making, taking the right step to send something to initiate, what depends on where they’re at in the funnel, and where it makes sense. But after you actually, you know, send them a package, it’s really powerful. On law of reciprocity, you know, I mean, if you can imagine when you get a box of cookies or anything on your doorstep, even if it’s a pair of socks, right, and it’s like, “Wow, this person bet money on me.” Right? That’s the first thought, this person, “I was important enough to receive something.” And then when you take that next step further, and the gift was personalized, whether it was based on your tastes, or whether the box itself has your name on it, or your logo, or a picture of you and your family. Now, obviously, that depends on how well you know the person. But then that really goes to show that, “Okay, this person not only took, you know, spent the money on me, but they took the time to personalize this.” So it’s… you almost always get a call back, you know, if you’re sending it as a thank you gift. And if you’re sending it to try to book a meeting, people have very high success rates doing this.

Mario Fachini [18:25]
Yeah, I can imagine some people going… make sure looking forward to the meeting, make sure there’s some more of these.

Trevor Martin [18:31]
Right, exactly. “Send us another box, and we will book a meeting.”

Mario Fachini [18:37]
So let me ask you about some of the biggest success stories you’ve had from people using your product. Who’s the biggest one that comes to mind?

Trevor Martin [18:45]
So it’s interesting. So I was just thinking about this story. This story happened about about four years ago… three, four years ago, when I joined that networking group, and I was the new guy there. And there was one guy that befriended me, shout out to Joe Pascale, he’s a realtor in Arizona. And when you’re in a networking group, a lot of people are talking right, nobody’s really listening. And he came up and he said, “Hey.” You know, “What do you do?” And Im… “I make cookies.” Right? That was my sales pitch at the time. And he goes, “Okay, cool.” Well, he goes, “Look, I like you. I don’t know when we use these for, but I’m gonna buy some.” And so two weeks later, I see him and he doesn’t even talk to me. He gets up in front of the group, and he shares this and he goes, “You’re not gonna believe this. I was at an open house. I had some of Trevor’s cookies. And this couple was walking around with his mother, father and child. And I was at an open house there. I was trying to engage with them. They were kind of brushing me off, you know, and I’m getting a picture like when you go to a car, a car lot, and all the car salesmen try to swarm you. You’re just like, get back. You know, that’s, that’s the impression he was giving me because I’m trying to engage with them.” And he goes, “They’re walking out the door, and I said, ‘Hey, before you guys go, I’ve got these cookies here. Can I give your son one of these cookies?” And they said, “Sure, why not?” And he goes, “That was enough.” That was enough to open up the conversation. He goes, “15 minutes later I find out, they’ve got three houses, they’re working on listing.” And fast forward six weeks, he ended up making $49,000 in commission from that one cookie. So it’s a really cool story as far as you know, just opening up that dialogue in those lines of you know, communication. Yeah.

Mario Fachini [20:31]
That’s fantastic. Congrats to him and you.

Trevor Martin [20:35]
Thank you. Thank you very much. Yeah, it was a really, really cool story.

Mario Fachini [20:39]
So I just got to ask this, in that batch of cookies, what was the secret ingredient to make that happen?

Trevor Martin [20:45]
You know what, now I gotta call him and ask that. But his favorite is the berry shortbread. So we’ve got berry shortbread cookie and growing up I always didn’t like shortbread because they were like the Lorna Doone’s, they were always really hard until my dad started making these, right? These are, majority are my dad’s recipes and he makes a really soft shortbread. And the secret ingredient in that specific shortbread is almond extract, right? And so inside it, it’s this it’s the shortbread. It’s got this amazing almond flavor that runs through and it’s got some berry jam in the middle. So…

Mario Fachini [21:21]
Shoot, that sounds good.

Trevor Martin [21:24]
Well, yeah. Hopefully you got some waiting outside your door.

Mario Fachini [21:28]
Looking forward to it. Okay, Show’s over. I’m gonna go eat now. So with all the people you’ve been able to help, is there any new markets you’re breaking into? Are you still strictly focused on real estate? I mean, who is your ideal prospect you’re looking for – that should reach out to you?

Trevor Martin [21:45]
You know, what, one of the really neat areas we’re getting into is video, right?

Mario Fachini [21:53]
Oh, really?

Trevor Martin [21:53]
I know. Yeah. Right?

Mario Fachini [21:55]
Tell me more about this.

Trevor Martin [21:57]
Yeah, and this is going to be no surprise to you. But video is very powerful. And it’s even more so than just getting, you know, a box of cookies. So one of the things we’re actually looking at is, okay, how do you incorporate either a video within the gift message where they can scan a QR code. And so not only can somebody write you a gift message, but if you’re sending to, you know, your nieces, or nephews or grandchildren, or whether it’s a business partner, right? Whether you’re sending it to a prospect, and in the gift note, you say, “Hey, enjoy these cookies. Feel free to scan this QR code, I made a quick message for you.” That buys you a little bit of extra time through video to communicate an additional message. So we’re playing around with that. And we’re playing around with actually incorporating video screens within the boxes, which again, very powerful. The nice thing about that is, you know you have that person’s attention for the entire length of the video, right? So even if that video is two, two and a half minutes, if somebody sends you a box, it’s got cookies, and it’s got a video, you’re going to watch that video once. So it’s a couple new projects we’re working on right now.

Mario Fachini [23:05]
That is very smart, and you’re gonna see huge success with it. I will tell you stuff that in the past, you can get cheap Amazon Fire tablets, just anything with a screen preloaded with a video or use a PURL, personal URL link and send them to a secret or hidden unlisted YouTube page. Or even better yet have a custom page on your website where you could embed the video, and it takes them right to it with all the message and you can track it with the copy. You can track the copy with the tracking pixels to see who’s opening it, who’s watching it, check the watch times.

Mario Fachini [23:09]
It sounds like I need to set you up with my CTO. We need to get a meeting going.

Mario Fachini [23:47]
There’s some cool things that have been around and direct mail you can easily incorporate especially if you have the, I mean, you already have the other side of the house done.

Trevor Martin [23:56]
Yeah, yeah, we’re really looking forward to it. So I think there’s a lot of huge potential with video, especially with trade shows, right? So a lot of these mid and large sized companies. They’ve got a budget set aside every year for conferences and marketing, right? Well, they’re not getting to spend that and what better way to interact.

Mario Fachini [24:13]
Buy iPads for everyone and preload them.

Trevor Martin [24:16]
Exactly. Right? Yeah.

Mario Fachini [24:17]
That’s what people… I’m thinking about… I’m gonna say the year because this is evergreen. I’m not going to say how many years ago it was but back around 2010, 11 and 12. I was having private conversations with other marketers about this stuff. And the biggest thing and it’s great when you’re listening to this, screens have dropped in price and they’re probably going to continue to, that was the only obstacle. But they were literally… one of them was a dental and chiropractic client. And what they were doing was they were literally buying iPads because it was the only thing at the time and it was worth it to them because the average sale was worth two to five to 10 grand, they’re like, “What’s three, four or 500 bucks?” But if you need to do 10,000 of these, well, okay, you better have the budget. But the biggest thing was the screen, once you get across the screen, all you gotta do is pre load the video with something or put in a microchip or, you know, hard wired in there. Amazon Fire tablets drop down to the 40 or 50. But once you get past the screen thing, you can incorporate it in the boxes and just redirect them to any, you know, Vimeo, Wistia would give you the tracking stats of private… there’s a lot of… you’re on the right track with it. And you’re going to be able to pull this off very successfully, because I’ve seen and done some myself without the cookie side of it and without the other stuff.

Trevor Martin [25:43]
Thank you. Yeah and you know, really not reinventing the wheel here, because there are other companies that do this. However, the issue with this is it’s really not open to small and medium sized businesses, because they’re usually a 10 or 15, or $20,000. minimum investment. Right?

Mario Fachini [26:00]
Oh yeah, there’s a high buy in just because of the cost of everything.

Trevor Martin [26:03]
Right. And so one of the things we’re looking at doing is, okay, how do we get this in the $75 to $100 range? Not only that, how do we turn this around in 24 hours? One of the biggest value propositions that our company has is that we can get custom boxes, you know, no minimums, if you order 100 boxes, every single box can have a unique design, and we can get it out the next day. And there’s not a lot of companies that can do that. Now, we can do that with video, which is the plan, that now opens it up to a whole other gambit of not only used cases, but smaller businesses as well.

Mario Fachini [26:39]
Okay, I know I need to continue the show, but you got my wheels spinning, and this is legit exciting, and I’m very excited for you, because I know exactly where it’s gonna go.

Trevor Martin [26:48]
Thank you very much.

Mario Fachini [26:48]
I know you’ve been successful already. But you’re definitely on the right track. So…

Trevor Martin [26:54]
We hope so.

Mario Fachini [26:56]
I think it’s time for the wheel of whatever. It’s time for the wheel of whatever.

Trevor Martin [27:01]
Awesome.

Mario Fachini [27:05]
All right. If you could have anyone as a spokesperson for your company, who would it be and why? Oh, wait, stop. There we go.

Trevor Martin [27:19]
Wow, that is a great question.

Mario Fachini [27:21]
Yes. Brand new one, never asked before too. That thing’s magical. It always tells me what I need to know right when I need to know it.

Trevor Martin [27:26]
Let me see. You know what? I would say… I would say somebody that had… because the majority of our business is B2B right? And a lot of people, one of my idols is Warren Buffett. Right? And so I believe that if we could get him up there in Omaha during that Berkshire Hathaway meeting, holding a box of one of these things, I think that’s game over. So I would love to have Warren Buffett as a spokesperson. I know he’s not the most lively I know, he’s well into his 80s. But I think that’d be good for our company.

Mario Fachini [28:06]
Well, you have the perfect gift option to send to him with that video screen you were just talking about.

Trevor Martin [28:13]
There we go. Right? Exactly.

Mario Fachini [28:15]
It’s possible. Yeah, believe it’s possible. That’s awesome. I look at Warren too. I thought you were gonna say Virgin Atlantic, Richard Branson.

Trevor Martin [28:29]
You know what, man…

Mario Fachini [28:31]
He’s cool too.

Trevor Martin [28:32]
I love Richard Branson as well. He’s very cool. And he’s super, I was thinking about, I’m like, I want someone more eccentric. And we’re actually… I’m not a big cruise person. But my in laws are in the cruise industry. And one of the things they got us for Chelsea, my wife and I share a birthday. It’s two days apart. So they get us these joint birthday presents. And they got us the inaugural sailing on this Virgin cruise. And supposedly Richard Branson’s gonna be there. So if we get to meet him, but of all the videos that I’ve seen of him, he would be very close I think.

Mario Fachini [29:01]
Nice. Excellent. Sounds like fun.

Trevor Martin [29:05]
Yeah, yeah, we’ll see. Right? I mean, this whole COVID thing, which that’s a whole other avenue when you’re talking about direct mail and gifting. You know, we could talk about that for another hour. But you know, what that’s gonna do in the cruise industry has been incredible.

Mario Fachini [29:21]
Well, I appreciate you for sharing this. We’re gonna thank our sponsor, and come back for the Imperfect Action Round.

Sponsor – Free Business Book Publishing Course [29:27]
You’ve heard me say every business needs a book, including yours. And it’s true. And that’s why you should visit FreeBusinessBookPublishingCourse.com today to learn the seven steps to publish and promote your nonfiction lead and profit generating business book in eight weeks. But you know what? Don’t take my word for it. Take it from a few of my authors like Lorie, “I went from having an idea and the possibility to actually getting my book published.” Or Katherine, “Thank you for making my mom number one bestselling author.” Or Maryalice, “What he got done for me in three days regarding my book launch, unimaginable.” Jon Cody, “I’ve worked with Mario over the phone and online and he’s been very helpful in getting me where I needed to go with promoting my books.” Rosio, “There’s no way in the world I would have been able to do this with somebody else. Again, I’ve attempted it in the past, it didn’t serve me. As a matter of fact, I ended up more frustrated than anything. So this has been a very seamless process.” Adele, “If you’re looking for an amazing business coach, I highly recommend Mario Fachini.” Or Bill Benner, “I can’t make a higher recommendation than to work with Mario Fachini. He has been great for me. And right now, I won’t work with anybody else except for Mario.” Hey, their words, not mine. Visit FreeBusinessBookPublishingCourse.com to get started now and I look forward to hearing your transformation as the next video success story. Once again, that’s FreeBusinessBookPublishingCourse.com.

Mario Fachini [31:00]
Trevor, are you ready to take Imperfect Action?

Trevor Martin [31:02]
As ready as I’m gonna be. Let’s do it.

Mario Fachini [31:05]
All right, rapid fire answers. The first question is… Oh I need a drum. I so should get a drum. I so need a drum. Note to self. First question is, what is the fastest path to the profits?

Trevor Martin [31:24]
Fastest path, the profits? What gets measured gets managed. Right? And so I would say… Should I go into?

Mario Fachini [31:32]
Nope. Go for it. I love this.

Trevor Martin [31:35]
Okay, so with anything, you know, prospecting is no different. So we have people that will just send out gifts, rapid fire top of the funnel, and they don’t measure anything. But the fastest way to the profits, especially through using gifting is coming up with a strategy and using a sending platform if you have the money, and managing the spend and calculating the ROI.

Mario Fachini [32:00]
Solid Gold right there. Number two, what’s the biggest problem you see your prospects making and the fastest way for them to fix it?

Trevor Martin [32:08]
Not starting. Right? So as we alluded to earlier, people, there are so many people that don’t gift and when they do it’s at the end of the year with everybody. So the one piece of advice I’d have for them is start now. Right? Give us a call and send something personalized, because that’s what’s really going to make an impression.

Mario Fachini [32:29]
Excellent. Number three, what is the best way to maximize customer lifetime value?

Trevor Martin [32:35]
Whoo. Man.

Mario Fachini [32:38]
Everyone loves this one. This question will never leave the show.

Trevor Martin [32:43]
Maximize customer lifetime value. I would say staying in touch with them. Right? So anybody in the referral industry business is going to agree with me where, you know, just because you have a client, you need to nurture that client. So you need to be… In real estate they even have a term for this. It’s called Popeye’s, right? So whether you separate your clients into ABCD, and the ones that give you the most referrals or higher up and you end up sending gifts, or visiting or calling these people more frequently, because it’s important to stay top of mind with these people that are continuously helping you out and creating lifetime value.

Mario Fachini [33:26]
Excellent. All right. What are some books that have made a big difference in your life?

Trevor Martin [33:32]
You know, on the topic of Warren Buffett, he has a biography called Snowball and I probably read this 10 years ago and it still sticks with me hearing about all his trials, tribulations and growing a family getting into business. And so that was really interesting to see how he was able to juggle it all and where he succeeded and where he failed.

Mario Fachini [33:59]
Excellent. Well, I have appreciated you for sharing. Where would you like people to learn more?

Trevor Martin [34:06]
Go to www.GetNoms.com or feel free to email me directly, Trevor@GetNoms.com.

Mario Fachini [34:11]
Excellent. Well, Trevor, it’s been a pleasure. Thank you for sharing again.

Trevor Martin [34:14]
Thank you for having me, Mario. Appreciate it.

Mario Fachini [34:18]
All right, Expert Authority World. We have another great episode here today. I’ll see you tomorrow. Have a great day. And God bless.

Sponsor – Free Business Book Publishing Course [34:25]
You’re already the expert. But have you transformed your expertise into a tangible asset that will generate and qualify leads while increasing profit for you 24/7? And if so, how well are you promoting it? With the Expert Authority Effect Publishing method, it’s easier and faster than ever. Visit FreeBusinessBookPublishingCourse.com today to learn the seven steps to publish and promote your nonfiction lead and profit generating business book in eight weeks. Visit FreeBusinessBookPublishingCourse.com to get started now. Once again, that’s FreeBusinessBookPublishingCourse.com.

www.EAInterviews.com [34:59]
Hey, thanks for listening to today’s episode. I hope you got a lot out of it. I know I sure did. If you haven’t done so already, I invite you to subscribe to the show. And also be sure to check out EAInterviews.com for complete show notes, the full interview video experience, links to the resources we mentioned, and more. Have a blessed day and I’ll see you tomorrow.