Stop Guessing Your Audience and Start Converting More Buyers! with Tash Jefferies

Episode Summary

You can find Tash Jefferies at:
Facebook: https://www.facebook.com/HealthyTash
LinkedIn: https://www.linkedin.com/in/tashmoney/

Tash Jefferies Podcast Interview

[00:00:00] Kris Ward: Hey everyone, welcome to another episode of Win The Hour Win The Day. And I am your host, Kris Ward. And today in the house we have Tash Jefferies. And what she does, she do, she helps people make money. So like that just sounds like what’s wrong with that job? Nothing. So let’s get right into it. Tash, welcome to the show and how do you may help people make money?

[00:00:23] Tash Jefferies: Thanks so much for having me, Kris, and it’s really comes down to helping people, even if you’ve been in business for a long time. To get right back to the basics, which is what’s the problem that you solve for people, and then how quickly can you get them to experience that so that they’re experiencing relief, success, results, whatever it is that they expect as an outcome. And so I do that in as shorter time as possible. 

[00:00:51] Kris Ward: That’s a simple, but I think really profound statement because so many of us get caught up in what we [00:01:00] do and what we think, it’s taken us years to build it out or the complexities of that. And I know I even thought about that for a long time.

As I, help entrepreneurs go from working 16 hours a day, down to six, have consistent income, and we do all that when we find, hire and onboard virtual assistants and put them in our Leadership Program and put things in place so that you’re set up to be able to use that VA as a peer and a partner, not as someone that you throw tasks at, but, and that’s a loaded sentence,-

but there’s many elements and lanes into which I do that and it’s pretty dare I arrogantly say, not sophisticated, but there’s a lot of substance to it.

It’s simple, but there’s a lot to it, right? So then I would get caught up in the past thinking how can I give them a sample of that? There’s so much to it. And my fear also was when you give them that little sample, you might be misrepresenting the bigger picture. You know what I mean? So I think what you said there gave me great pause. ’cause it’s simple. It’s oh, okay, that makes sense. Of course it is. [00:02:00] But so many of us get caught up in how can I give you a sample of the relief when it comes from a much bigger problem? 

[00:02:07] Tash Jefferies: And that is, I think, part of the brilliance of what it is that I do.

Because even on a 15 minute call with me, which I do quite often, and having an owner operator come to me and they’re like it’s just so hard it’s not working. When you’re able to have someone walk away in a 15 minute call, feeling like the weight of the world has been lifted because you’ve just taken a lot of what they have and most operators, owners, founders, 

[00:02:36] Kris Ward: yeah.

[00:02:36] Tash Jefferies: The truth of the matter is you’re walking around with all this garbage that you think you need, and so literally I see it as me taking what you’re telling me about what you’re doing. I summarize it down, I paraphrase it back and say, so what you really do is this, and I’ve taken all the garbage out.

[00:02:52] Kris Ward: Okay, gotcha. 

[00:02:52] Tash Jefferies: I’ve taken all the unnecessary things that you think your customers want out. And I’m like, no, let’s just get to the brass tacks. What is it really your customers are walking away with? Which is one of the biggest frameworks that I love to teach, which is called Jobs To Be Done. Okay. And so you can let me know if you wanna go into that deeper ’cause that is,

[00:03:10] Kris Ward: can we a little bit.

I’ll stop you. Don’t worry. I’ll redirect you. I’m at like, okay, good. Pretty good crossing guard. 

[00:03:16] Tash Jefferies: I love it. I love it. Listen, Jobs To Be Done is a framework that I learned. Many moons ago, and I’ve been using it in my work ever since. And it comes down to understanding what your customers really want out of your solution.

So let’s take, for instance, let’s use you, Kris, because you’re here and I can use it in full working course. Okay. So when people come to you, they might say, listen, I need a VA that can literally help me stop working so many hours. I’m working way too much. That is what I would call a very functional jobs to be done.

Right. 

[00:03:49] Kris Ward: Okay. 

[00:03:49] Tash Jefferies: They come into you and then you help them go from working 40 hours a week in their job to, in their business to six hours functional.

[00:03:57] Kris Ward: Okay. Let’s change the numbers. They’re working 60 hours. [00:04:00] Let’s get them down to 30 or 40. But yes, go ahead. A lot of people are, a lot of people working 60 hours.

[00:04:05] Tash Jefferies: Oh my goodness. Even then. 60 hours. Yeah. But when you think about it, okay, as me as a business owner and I’m working 60 hours and I think about going down to 30, there’s other things in there. The first one is if now all of a sudden I’m working 30 hours instead of 60 hours, which is manageable, and I can have a life, 

[00:04:24] Kris Ward: yeah.

[00:04:25] Tash Jefferies: There’s what I call the social jobs to be done, which is how am I appearing to my family? Now all of a sudden, I can start going to family events. I can start networking. I can have a life, I can go out for dinner with my friends who haven’t seen me in the past like four years. 

[00:04:41] Kris Ward: Yeah. 

[00:04:42] Tash Jefferies: Wow. That’s called a social jobs to be done, which is how you’re perceived is going to be different.

[00:04:47] Kris Ward: Okay. 

[00:04:48] Tash Jefferies: Huge. To me that’s one of the biggest things that you can get. And then the last piece, which is super important, and most operators, founders, owners miss this, which is the emotional jobs to be [00:05:00] done. So how am I gonna feel if I am an owner of a business and all of a sudden I have my life back, I’m making more money.

I have a team that I can depend on. I feel successful. I’m starting to also probably feel wealthy, like I’m making more money. My business is thriving, and that is actually the piece that most people are probably coming towards and will make them go from zero to a hundred and say, yes, I’m in. And 30 seconds.

It’s that automatically oh my gosh, what can I do with an extra 30 hours a week? I can live, I can get my hair done, nails done, everything did I got feeling. It’s, that is the emotional piece that most owners overlook. That’s how you’re gonna get your customer to. 

[00:05:44] Kris Ward: I think you’re so right on that.

However, let me just say this. I find it, I think sometimes the people that come to me so often, they’re the go-to people in their life. They get more done than anybody else. They look good on paper. They’ve got books or podcasts. They look like they got it all going on, and then they somehow connect with me and then they whisper to the side.

I’ve got income instability, or I’m working more hours. And also, a lot of people aren’t even counting the hours they’re working. They’re like, oh, no, I’m taking this course on Tuesday nights and the Sundays I just get ahead of my emails. So they don’t even count that as work. And so what happens is when I talk about the hours they’re gonna get back, and they do.

I so many of them, they’ve been running on empty for so long that they see that oh, if I just had more time back, I could get to more projects. Like they’re so far in the hole that they have lost touch with the fact that wouldn’t it be nice to spend Sundays relaxing with your family or visiting people again, like that’s not even, sadly, it sounds horrible, but it’s not even on their radar.

Because they just can’t they’re so used to being caught up that they think if they get caught up, then they can get to the real work as much as they love their families. I seldom hear about that. 

[00:06:52] Tash Jefferies: Right Now, here’s the thing, and this is another hard truth for owners who are running businesses, there’s two things that I’m hearing in [00:07:00] there.

Number one, if there are potential people who they’re not even able to project and understand, wow, a third, 30 hours back for me and my work week. What I can do with that, there’s a couple of things I’m hearing. Number one, they might not be your ideal customer because to me, if you’re gonna look at me, Kris, and tell me you’re gonna give me 30 extra weeks in my week, I’m gonna be like.

Yes, I want this. I want in because I already know what I can do with that 30 hours a week and most of it isn’t working, so I’m gonna get my life back, work on my health, that kind of thing. Yeah. And so in many cases too, a lot of owners chase ideal customer personas that might not be their own. If we think about it, for any of us who do work and run our own business, there are usually millions of prospects.

And so it comes down to you. Again, what I help founders do and owners do is find your right ideal customer persona, which is who are the right people? Who are the ones who you are meant to work [00:08:00] with? Because what it means is you’re eliminating half of your funnel, but you’re spending more time on the people who automatically you say it and they’re like, oh my gosh, I’m in, like, how can I get this back?

So it’s more of a fit and a right match. 

[00:08:13] Kris Ward: Okay, I’m gonna push back again. 

[00:08:15] Tash Jefferies: Sure. 

[00:08:16] Kris Ward: Now I’m gonna, I’m gonna argue against myself on your side. 

[00:08:19] Tash Jefferies: Okay. 

[00:08:19] Kris Ward: So I don’t need you here. I can do both sides. I think what though, they’re in such a state of crisis that maybe they can’t see that. So then my job is to say, Hey.

You are here and you can’t even see straight, you’re just trying to get caught up. But we’re going to do that. And then wouldn’t it be nice to get your life back? And this is what my other clients have said oh my gosh, I, I’m reading the pa Oh, I was gonna say the sitting around reading the paper on a Sunday.

That sounds like from the 18 hundreds. Do we even have papers in print anymore? I don’t know. But anyhow, that sounds like I grew up in the forties. But anyhow so I guess to your point is it would be my [00:09:00] job to sell the emotional, to bring up the emotional ’cause if they’re not seeing straight, that’s just not on their radar. I would do a better job if I brought it up. 

[00:09:10] Tash Jefferies: Yeah. You can bring it up. Yeah, absolutely. I think it’s important for you to bring it up, but it’s also to recognize who are the ones who are resonating with it immediately. Okay. Because I also help owners to, to not have to, one of the biggest things that I say, which is red flags for business owners, is the minute you have to educate your customer on why they need you, you’re out, you’re chasing 

[00:09:31] Kris Ward: agree with that, 

[00:09:32] Tash Jefferies: the wrong one.

[00:09:32] Kris Ward: I do think they,

[00:09:33] Tash Jefferies: but if you bring it up, yeah.

[00:09:35] Kris Ward: They think they

[00:09:35] Tash Jefferies: respond.

[00:09:36] Kris Ward: Yeah, they do think they need me. All I’m saying is we, they’re they’ve been so tied to the business for so many years now, right? They’re just trying to keep the health of the business, and then when things start calming down, they’ll start admitting to me like, oh, I used to go to the gym more often and used to do whatever.

So it’s there in the back burner, but I think I’m splitting hairs because I think I’m getting caught up. In somebody, like if they’re drowning and you swim up to drown [00:10:00] them. You’re probably, I’m thinking we don’t need to talk about what we’ll have for lunch when I get you back to shore. Why don’t I just stop you drowning right now?

Yeah. So I think they can’t hear me, but I could do that at a different point if they can’t hear me now 

[00:10:11] Tash Jefferies: right. Anyhow, and again, it’s all about receptivity, but it’s al also first of all, I’m very I help people and business owners get intentional about, yeah who is it that is their ideal customer, which is a huge conversation.

Yeah. And especially for someone who’s been in business for the past five to 10 years, and they think they know it. Yeah. But then someone like me comes along and I’m like. I’m gonna, I’m gonna call, I’m sorry, I don’t wanna cuss. Let me see how I can frame this 

[00:10:38] Kris Ward: foolishness. We’re gonna call foolishness on it.

[00:10:39] Tash Jefferies: Foolishness. How do we call bull crap on this, right? Yeah. Yeah. How do we say, what if your ideal customer looks like this? Okay. And this is how you get in front of them. And here’s the message, because I feel like all too often. You have this idea of who you think your ideal customer is. Yeah. 

[00:10:57] Kris Ward: Yeah. 

[00:10:57] Tash Jefferies: But who are the real ones?

Meaning they [00:11:00] activate and they get to revenue a lot faster. They say yes a lot faster. 

[00:11:03] Kris Ward: Yeah. 

[00:11:04] Tash Jefferies: What do those ones look like? Because I can guarantee you guaranteed for more than 20 years I’ve been doing this now. 

[00:11:10] Kris Ward: Yeah. 

[00:11:10] Tash Jefferies: That they’re different. Yeah. And when you start understanding the difference and you start testing, which is one of the biggest concepts I wanna make sure that we get to, which is experimentation.

[00:11:20] Kris Ward: Yeah, let’s do that. 

[00:11:21] Tash Jefferies: When you start to experiment, yeah, you’ll see numbers that help actually put to bed what you’ve been fighting all along, and you let the numbers dictate, which helps you remove yourself from your business a little bit and get back to what actually helps me win. Okay. ’cause ultimately that’s what I feel like I’m here to help owners.

And businesses do. How do we get to you winning a lot easier without always feeling like you’re hitting a brick wall or you’re pushing uphill. Yeah. Uhuh. Even for me and my business, I don’t do it. I’m 

[00:11:49] Kris Ward: like, 

[00:11:49] Tash Jefferies: let me find the easiest way, the path, the least resistance so that we can get you to the results that you want.

[00:11:55] Kris Ward: Okay. Alright, so let’s talk about testing. 

[00:11:57] Tash Jefferies: Perfect. So I call it [00:12:00] experimentation, but yes, we can call it testing too. 

[00:12:01] Kris Ward: Your, it’s your show, your language. Experimentation. Got it. 

[00:12:04] Tash Jefferies: Experimentation. And the reason why I call it that is because I’m actually a chemist and biologist by trade. Which was the most expensive thing I’ve ever done.

[00:12:11] Kris Ward: Me my, now she’s just showing off, but we’ll let her proceed. Okay. Go ahead. 

[00:12:16] Tash Jefferies: Listen, I do, and I do this, but it’s a way for me to keep like experimentation and business. And what it is you set up very similar to how you would do with a lab, but we do it for business. I’m gonna use you as well, okay?

Alright. If we can, because it’s gonna be easy and you can take this away and use it as well, Kris. I have seen that my ideal customer, I believe, are folks who are very much in the gym. 

[00:12:43] Kris Ward: Okay. 

[00:12:43] Tash Jefferies: They haven’t been able to go to the gym. 

[00:12:45] Kris Ward: Yeah. 

[00:12:46] Tash Jefferies: And so they want some hours back so they can get some wellness back in their life.

[00:12:49] Kris Ward: Okay. Yeah, 

[00:12:50] Tash Jefferies: because I think that’s my ideal customer. I’m going to run a series of ads on Facebook and we’re gonna use that premise. [00:13:00] What would it be like to get two hours back into your day? 

[00:13:03] Kris Ward: Okay. 

[00:13:03] Tash Jefferies: So that you can get to the gym, be healthier, okay? Lose that extra few pounds, 

[00:13:09] Kris Ward: okay? 

[00:13:09] Tash Jefferies: And we help it by helping you to automate a big portion of your self owned business, 

[00:13:16] Kris Ward: okay. Okay. 

[00:13:17] Tash Jefferies: We help bring you a VA. We help make sure that they are trained to operate your business independently. Okay? Therefore, giving you more time back in your week. 

[00:13:27] Kris Ward: Okay? 

[00:13:28] Tash Jefferies: Let’s have a discovery call. The call to action to book a meeting with you. That simple. So you’re gonna run that, and let’s say right now you’re able to book 10 of those discovery calls a week.

But because we are targeting a specific very specific customer group, we think we can get that number up to, let’s be ambitious 20. We can double it. 

[00:13:50] Kris Ward: Okay? 

[00:13:51] Tash Jefferies: You run it for a week. Very small budget, but you’re going to see if you can actually get to those numbers. If [00:14:00] you get 20 people booking these calls in a week, then you’ve just proved that whatever your ICP ideal customer was before was slightly off.

If this one is activating, double usual amount is. 

[00:14:14] Kris Ward: Okay. That does make sense. And it is very interesting because my first instinct could be like, oh no. Like I would’ve never done that on my own because I’d be thinking, oh, I sound like I am a fitness person. But no, you’re right. We’re just starting with the end in mind.

Yes, 

[00:14:28] Tash Jefferies: that’s right.