full
Don't Let This Mistake Hurt Your Profits!
Learn how to avoid missing out on potential sales and focus on generating revenue in online interactions.
Kasim sits down with Lauren Petrullo, Founder & CEO of Mongoose Media, to discuss the importance of training customer service teams to recognize sales opportunities in conversations. They also suggest practical strategies, like using AI to analyze discussions and optimizing profiles to increase website traffic. Listen to this episode now.
Mongoose Media: https://mongoosemedia.us/
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Transcript
Kasim:
the thing is like where people will focus on vanity metrics, it matters
2
:
in small use cases when you're building
affiliate deals, or if you're trying
3
:
to get press and publicity, yes, those
vanity metrics will come into play.
4
:
but at the end of the day, if you're
not making money, you're wasting time.
5
:
hold on for that nugget.
6
:
That's a t shirt right there.
7
:
If you're not making money.
8
:
You're wasting time.
9
:
I love that.
10
:
Great.
11
:
And like I said, money
is all that matters.
12
:
So like you just co signed 100%.
13
:
Okay.
14
:
I'll wear that.
15
:
You just said anything you do that's
not making money is wasting time.
16
:
For social media.
17
:
Yes.
18
:
All right.
19
:
I'm that caveat.
20
:
but where I think a lot of people
will lose traction is, so I have a
21
:
really strong opinion on this, that
people that inbox monitoring your
22
:
comments, managing your messages are
often just your customer service team.
23
:
There are golden conversations.
24
:
There's cash in those conversations
that if you don't train your customer
25
:
experience team on sales, you are
missing out on a lot of money because
26
:
you're going to have people asking
specific questions that will be assumed
27
:
as customer service, but are actually
monetary based transactional forward.
28
:
Use case someone who, reaches out
to a hotel chain and is asking, do
29
:
you have handicapped parking or do
you have van accessible parking?
30
:
Because there's a family coming that have
six people in the car and they don't want
31
:
to park six blocks away when there's 25
other hotels they can visit in Orlando.
32
:
So they're asking, can I park
close to where I'm staying?
33
:
So I don't have to carry
everything in the hot Orlando sun.
34
:
To my room.
35
:
Is this convenient?
36
:
A customer service
conversationalist will say yes.
37
:
Versus a sales type of conversation
can be like, absolutely.
38
:
We have multiple drop off places.
39
:
Are you asking this?
40
:
Cause you want to bring stuff to your room
and bring this more of how your hotel is
41
:
better than all the other chains around
because they're going for rapid fire, who
42
:
is going to give me my solution first.
43
:
So small little thing.
44
:
It's not small at all.
45
:
That's brilliant because
you're absolutely right.
46
:
Every, I have 200 clients and
199 of them when it comes to
47
:
every one of those conversations.
48
:
Puts a left brain technician
with an FAQ in front of them,
49
:
in front of their customers.
50
:
No sales training whatsoever.
51
:
Yeah.
52
:
No sales narrative whatsoever.
53
:
And there's so many things that you can
do to ascend, upsell, or just satisfy.
54
:
Yeah.
55
:
Yeah.
56
:
That's, I think that's such
a really phenomenal point.
57
:
So ways that they can, if you want to
do this at scale and do an SOP is you
58
:
can identify trigger words that lead
to a transactional based question.
59
:
So you can start and look
through and you can use an AI and
60
:
upload all these conversations.
61
:
You can download conversations, put
them into a CSV file, upload them into
62
:
ChatGPT, have ChatGPT analyze all the
conversations you have and then bucket
63
:
them into 10 different categories.
64
:
And all these chat apps now
have sentiment analysis.
65
:
So if you're using any major customer
service, help desk, whatever,
66
:
they do a lot of this in app.
67
:
Perfect.
68
:
So it's even better.
69
:
I'm still, not AI dependent, but with
AI as a tool with everything that we
70
:
use it's you just flexed on me a little.
71
:
I'm not AI dependent, There was a lawsuit
that was just revealed the other day that
72
:
someone was getting, protection rights
for something they made in mid journey.
73
:
And then they did a little
bit of Photoshopping to age.
74
:
It was denied protection for it
because it was an AI created source.
75
:
So going back to the episode where
I talked about what we've done with
76
:
AI and blogs, when I had said that
we use AI as like Lego building.
77
:
We know that we have tools and we
build it and it's an element of, so
78
:
like our content would be 40 to 60
percent written by AI, but it's 40
79
:
to 60 percent written by a human.
80
:
that is something that has been
changed and manipulated enough that
81
:
it should pass what is now going to be
case law for if you're using just AI.
82
:
At a basis, and you're not using
enough human interaction, you
83
:
won't have protection on it.
84
:
I'm not a lawyer.
85
:
I'm just reviewing
summaries that I have found.
86
:
So that's where I'm really mindful
of the full dependency on AI.
87
:
I think it's a tool to make you
better, not a tool to make you
88
:
but if you are using some sort of
sentiment training and you upload
89
:
conversations, maybe upload them in
the last 90 days or six months, you
90
:
don't need to go super, super far back.
91
:
If you've had tons and tons of
conversations, then you can bucket
92
:
and identify elements that if you
have trigger words that your customer
93
:
service team finds in questions,
then it might be, Hey, Okay.
94
:
I wanna ask, how can I make this
conversation be transactionally?
95
:
In fact, I honestly, I think every
single conversation that is started in
96
:
someone's inbox of a brand's inbox or
on a post of a brand's, profile, is a
97
:
transactional sales based opportunity
because they know you're not a
98
:
person, they're talking with a brand.
99
:
And if you are a brand, that means
you're not a corporate and people
100
:
don't wanna talk to corporates.
101
:
Corporates are like this mystery thing.
102
:
But you're a brand.
103
:
I'm expecting you to engage with me, and
I'm telling you, I'm open to being sold.
104
:
Because I'm going out of
my way to talk to you.
105
:
So if you ignore them, or if you're
just or something that's really terminal
106
:
and finite in the conversation, Oh,
we're so glad that you liked it.
107
:
You're really disservicing yourself.
108
:
So with all that ad training, sales
training, if you can to your customer
109
:
experience team, if you really are
SOP centric, identify what are common
110
:
conversations, what are trigger
words for some easy sales wins.
111
:
but if you're using the following
techniques that we've talked about, if
112
:
you've optimized your profile so that
new people that are discovering are
113
:
like, Oh, wow, this is really cool.
114
:
I can get a lot out of this, ways
that you can start driving traffic.
115
:
To your website.
116
:
One that we found that works really well.
117
:
which is actually changing a
little bit because now there are
118
:
broadcast channels on Instagram.
119
:
So depending if you have like a guru
based business, or it's all content
120
:
forward, you might want to do, Instagram
channel broadcasts instead of going
121
:
to the website, but just letting
them know, Hey, this is really great.
122
:
We know there's a lot of
stuff that you're seeing.
123
:
We'd love to send you some
additional information.
124
:
We've got this newsletter here, and
then you're able to get that first
125
:
party data, get their information.
126
:
Capture their email, send
them to a special page.
127
:
If you can make like a, perpetual traffic.
128
:
com slash IG friends, and then
just make a quick landing page that
129
:
tells them like, we're so excited.
130
:
You came here from Instagram.
131
:
Here's an Instagram special.
132
:
Let's get deeper into this conversation.
133
:
And then you might change two or
three of those first emails to
134
:
be all about like their Instagram
experience and things that like, Hey.
135
:
let's make sure you're
sending us your profile.
136
:
You can ask more questions.
137
:
but if you're using the conversation,
letting them know that, Hey, there's
138
:
value, we'll send this to your inbox.
139
:
Or, you can, depending on how
sophisticated your team is, you
140
:
can use trigger words and let them
know that we'll send you like many
141
:
challenges or messenger bot updates,
but also like the Instagram channels.
142
:
If you have a following that's over 20,
000 or a person specifically, that's
143
:
going to get a better deliverability
than emails we're coming into Q4.
144
:
It's the most competitive
time in someone's inbox.
145
:
For SMS and email.
146
:
So I would just consider the
broadcast channel as an alternative.
147
:
That's brilliant.
148
:
Sorry.
149
:
That was like a long monologue.
150
:
No, it was a good one.
Transcript
the thing is like where people will focus on vanity metrics, it matters
2
:in small use cases when you're building
affiliate deals, or if you're trying
3
:to get press and publicity, yes, those
vanity metrics will come into play.
4
:but at the end of the day, if you're
not making money, you're wasting time.
5
:hold on for that nugget.
6
:That's a t shirt right there.
7
:If you're not making money.
8
:You're wasting time.
9
:I love that.
10
:Great.
11
:And like I said, money
is all that matters.
12
:So like you just co signed 100%.
13
:Okay.
14
:I'll wear that.
15
:You just said anything you do that's
not making money is wasting time.
16
:For social media.
17
:Yes.
18
:All right.
19
:I'm that caveat.
20
:but where I think a lot of people
will lose traction is, so I have a
21
:really strong opinion on this, that
people that inbox monitoring your
22
:comments, managing your messages are
often just your customer service team.
23
:There are golden conversations.
24
:There's cash in those conversations
that if you don't train your customer
25
:experience team on sales, you are
missing out on a lot of money because
26
:you're going to have people asking
specific questions that will be assumed
27
:as customer service, but are actually
monetary based transactional forward.
28
:Use case someone who, reaches out
to a hotel chain and is asking, do
29
:you have handicapped parking or do
you have van accessible parking?
30
:Because there's a family coming that have
six people in the car and they don't want
31
:to park six blocks away when there's 25
other hotels they can visit in Orlando.
32
:So they're asking, can I park
close to where I'm staying?
33
:So I don't have to carry
everything in the hot Orlando sun.
34
:To my room.
35
:Is this convenient?
36
:A customer service
conversationalist will say yes.
37
:Versus a sales type of conversation
can be like, absolutely.
38
:We have multiple drop off places.
39
:Are you asking this?
40
:Cause you want to bring stuff to your room
and bring this more of how your hotel is
41
:better than all the other chains around
because they're going for rapid fire, who
42
:is going to give me my solution first.
43
:So small little thing.
44
:It's not small at all.
45
:That's brilliant because
you're absolutely right.
46
:Every, I have 200 clients and
199 of them when it comes to
47
:every one of those conversations.
48
:Puts a left brain technician
with an FAQ in front of them,
49
:in front of their customers.
50
:No sales training whatsoever.
51
:Yeah.
52
:No sales narrative whatsoever.
53
:And there's so many things that you can
do to ascend, upsell, or just satisfy.
54
:Yeah.
55
:Yeah.
56
:That's, I think that's such
a really phenomenal point.
57
:So ways that they can, if you want to
do this at scale and do an SOP is you
58
:can identify trigger words that lead
to a transactional based question.
59
:So you can start and look
through and you can use an AI and
60
:upload all these conversations.
61
:You can download conversations, put
them into a CSV file, upload them into
62
:ChatGPT, have ChatGPT analyze all the
conversations you have and then bucket
63
:them into 10 different categories.
64
:And all these chat apps now
have sentiment analysis.
65
:So if you're using any major customer
service, help desk, whatever,
66
:they do a lot of this in app.
67
:Perfect.
68
:So it's even better.
69
:I'm still, not AI dependent, but with
AI as a tool with everything that we
70
:use it's you just flexed on me a little.
71
:I'm not AI dependent, There was a lawsuit
that was just revealed the other day that
72
:someone was getting, protection rights
for something they made in mid journey.
73
:And then they did a little
bit of Photoshopping to age.
74
:It was denied protection for it
because it was an AI created source.
75
:So going back to the episode where
I talked about what we've done with
76
:AI and blogs, when I had said that
we use AI as like Lego building.
77
:We know that we have tools and we
build it and it's an element of, so
78
:like our content would be 40 to 60
percent written by AI, but it's 40
79
:to 60 percent written by a human.
80
:that is something that has been
changed and manipulated enough that
81
:it should pass what is now going to be
case law for if you're using just AI.
82
:At a basis, and you're not using
enough human interaction, you
83
:won't have protection on it.
84
:I'm not a lawyer.
85
:I'm just reviewing
summaries that I have found.
86
:So that's where I'm really mindful
of the full dependency on AI.
87
:I think it's a tool to make you
better, not a tool to make you
88
:but if you are using some sort of
sentiment training and you upload
89
:conversations, maybe upload them in
the last 90 days or six months, you
90
:don't need to go super, super far back.
91
:If you've had tons and tons of
conversations, then you can bucket
92
:and identify elements that if you
have trigger words that your customer
93
:service team finds in questions,
then it might be, Hey, Okay.
94
:I wanna ask, how can I make this
conversation be transactionally?
95
:In fact, I honestly, I think every
single conversation that is started in
96
:someone's inbox of a brand's inbox or
on a post of a brand's, profile, is a
97
:transactional sales based opportunity
because they know you're not a
98
:person, they're talking with a brand.
99
:And if you are a brand, that means
you're not a corporate and people
100
:don't wanna talk to corporates.
101
:Corporates are like this mystery thing.
102
:But you're a brand.
103
:I'm expecting you to engage with me, and
I'm telling you, I'm open to being sold.
104
:Because I'm going out of
my way to talk to you.
105
:So if you ignore them, or if you're
just or something that's really terminal
106
:and finite in the conversation, Oh,
we're so glad that you liked it.
107
:You're really disservicing yourself.
108
:So with all that ad training, sales
training, if you can to your customer
109
:experience team, if you really are
SOP centric, identify what are common
110
:conversations, what are trigger
words for some easy sales wins.
111
:but if you're using the following
techniques that we've talked about, if
112
:you've optimized your profile so that
new people that are discovering are
113
:like, Oh, wow, this is really cool.
114
:I can get a lot out of this, ways
that you can start driving traffic.
115
:To your website.
116
:One that we found that works really well.
117
:which is actually changing a
little bit because now there are
118
:broadcast channels on Instagram.
119
:So depending if you have like a guru
based business, or it's all content
120
:forward, you might want to do, Instagram
channel broadcasts instead of going
121
:to the website, but just letting
them know, Hey, this is really great.
122
:We know there's a lot of
stuff that you're seeing.
123
:We'd love to send you some
additional information.
124
:We've got this newsletter here, and
then you're able to get that first
125
:party data, get their information.
126
:Capture their email, send
them to a special page.
127
:If you can make like a, perpetual traffic.
128
:com slash IG friends, and then
just make a quick landing page that
129
:tells them like, we're so excited.
130
:You came here from Instagram.
131
:Here's an Instagram special.
132
:Let's get deeper into this conversation.
133
:And then you might change two or
three of those first emails to
134
:be all about like their Instagram
experience and things that like, Hey.
135
:let's make sure you're
sending us your profile.
136
:You can ask more questions.
137
:but if you're using the conversation,
letting them know that, Hey, there's
138
:value, we'll send this to your inbox.
139
:Or, you can, depending on how
sophisticated your team is, you
140
:can use trigger words and let them
know that we'll send you like many
141
:challenges or messenger bot updates,
but also like the Instagram channels.
142
:If you have a following that's over 20,
000 or a person specifically, that's
143
:going to get a better deliverability
than emails we're coming into Q4.
144
:It's the most competitive
time in someone's inbox.
145
:For SMS and email.
146
:So I would just consider the
broadcast channel as an alternative.
147
:That's brilliant.
148
:Sorry.
149
:That was like a long monologue.
150
:No, it was a good one.
