How This Hank Williams Song Can Get You Lifelong Customers

Ahh, so you want to know how a Hank Williams song can unlock faithful, loyal long-term customers who will buy everything you sell them?

Keep reading.

But first, a quick story…

Years ago, I worked as a Digital Marketing Manager for a major HVAC company in the Dallas – Fort Worth area.  The summer before I got there, they had received a whopping 20 phone calls from the internet.

Even for 10 years ago, that was terrible.

So, I got to work and implemented an aggressive Google ads campaign.  That summer, we got 200 calls from the internet in June alone.

The next summer, the dispatchers would call me every day and tell me to turn the ads off, we already had more calls than we could handle.

Got to tell you, I was pretty proud of myself.

Our call volume had shot up, and even at $25 – $40 / click, it had become our best form of advertising with the lowest cost per new customer acquired.

Well that company and I mutually parted ways the next year and I started reaching out to other HVAC and home services companies to offer up my services.  What I found shocked me.

These other companies were terrible at answering the phone!

Many of the calls were not answered in any sort of professional manner and most were not answered at all!  Of the missed calls, I got VERY few call backs.

Then it hit me – yes, I had put together some great campaigns with Google that got people clicking on our ads and dialing our number, but, if it hadn’t been for the ladies answering the phones in the office, it would’ve all been a colossal failure.

You see, these ladies were good – and I mean, very GOOD!

During the hottest days of the summer, they took turns taking home a company cell phone so they could answer calls in the middle of the night.  They also answered calls on Sundays when most other companies were closed.

More than that, they were incredible at selling people once they got them on the phone.  If you called in with a wrong number, there was a pretty good chance they were booking a service call to your house!

So, even though the ad campaign was driving traffic, it was the ladies in the office who worked the magic of turning that traffic into sales calls and revenue for the company.

Which brings us back to Hank.

In 1949, he released a song called “My Bucket’s Got a Hole in It,” the chorus of which goes,

My bucket’s got a hole in it,

My bucket’s got a hole in it,

My bucket’s got a hole in it,

And I can’t buy no beer.

(This, of course, is a reference to the times prior to World War II when you could bring your bucket to a pub, fill it with beer and take it home.)

You see, many times in sales, we just assume that when our prospects tells us, “No,” it’s because they don’t want what we’re selling or don’t believe what we’re telling them, but that’s not necessarily the case.

Let me ask you this, if you were a beer salesman and one of your best customers stopped buying from you because his bucket was full of holes, what would you do?

You’d probably help him get a new bucket!

It’s the same thing with your customers, they may desire, thirst for – even crave the thing you’re offering them, but maybe they know at the end of the day it will be a waste of money.

That’s where you need to step up and help them get a new bucket!

What does that look like?

In this digital day and age, it can be helping them set up a good landing page for their website, showing them how to craft an irresistible offer or implement a drip campaign.

You could also help them put a pixel on their site and run follow up ads on Facebook, or even partner with a good sales trainer so their people do a better job of answering the phone.

There are many things you can do and it all starts with getting to know your customers, asking the right questions, and understanding what they’re biggest challenges are.

Then, and only then, can you patch up their bucket and sell them all the beer they want.

Brent Hoodenpyle is a Texas-based digital marketing and sales specialist with over twenty years experience working with a wide range of companies to improve their digital stats and revenue.

Leave a Comment

Your email address will not be published. Required fields are marked *

Scroll to Top