David: Hi, and welcome to the podcast. In today's episode, co host Jay McFarland and I will be continuing our discussion on the AI approach to multiply your sales. This is part two in our series, and today we'll be discussing service, referrals, and content marketing. David: Welcome back, Jay. Jay: Thank you so much, David. I'm really enjoying this discussion about AI because I think we've already established there are some great tools and resources with AI, but it's not exactly to the point where it needs to be. But more specifically, can it really speak to your individual situation? How do you pick through that and know what's right for you? David: Exactly, and last week we were talking about the first three recommendations it made, which were define your target audience, develop a compelling value proposition, and optimize your marketing channels. This week, we're going to be talking about its next set of recommendations. And it starts with number four on its list is: 4. Enhance Your Customer Experience. Focus on delivering exceptional customer service and creating a positive experience at every touch point to build loyalty and encourage repeat business. That sounds nice. Jay: It sounds fantastic. Again, just do that. You know, but how do you do that? I think I mentioned in the last podcast that so often people go into business not because they're great at customer service, but because they have a great recipe, or they have a great product. And they don't really think about how to offer that in a great way. I'm in the accounting field now, which kind of blows my mind and is a different conversation. But I find generally, David, that accountants don't know how to give good customer service. And they kind of feel like they have a captured audience and so they don't even try to give good customer service. David: And a lot of accountants also really struggle with marketing because they feel like it's Jay: Yes, yes. David: Kind of, if not beneath them, they feel uncomfortable with it. They don't want to come across as a salesperson. They're very good at what they do and they're less good at finding the people they need to do that sort of thing. And that's why a lot of them, a lot of small business accountants struggle, because they're great at accounting and not so great at the things that we're talking about here that will actually allow them to service more customers. Jay: Yeah, you're exactly right. Where I've come from, the retail side, the customer service side, that's been my whole background. So, we're kind of owning our little space in the marketplace, because we're focusing on that up front, and people recognize a difference immediately. David: Yeah, exactly. So, one of the things we talked about in the previous podcast related to AI telling us how to multiply sales is that some of these recommendations come across as rather general. Okay, so enhance your customer experience is not really the kind of thing you would think of as "okay, this will allow me to multiply sales." It's a necessity. You have to have exceptional customer service in your business if you want to survive, let alone thrive, let alone multiply business. But it doesn't seem to me to be a multiplier in and of itself. However, when we think about this idea, what can we do to make the experience better, what can we do to expedite the experience, make these things happen better and more consistently, that will allow us to get the velocity we need, in my opinion, to be able to then Multiply your sales. In other words, it's not enough to just do a great job with customer service. We need to be able to do it with a cadence of accountability.