In 2013, Infusionsoft’s Ultimate Marketer contest had 3 finalists and Blue Chip Athletic was one of them. Since deploying Infusionsoft roughly two years ago, the company has seen revenue increase by 219% – after roughly 10 years of just 5 to 10% growth per year.
Suffice to say, Blue Chip is getting results that have been a real game changer for the company.
In this episode of the Bright Ideas podcast, my guest is Andy Michaels – the marketing automation expert behind Blue Chip Athletic.
When you listen to this interview, you are going to discover:
- The main features of Infusionsoft that led to the 219% increase in revenue
- How Blue Chip has dramatically improved their follow up with existing customers using Infusionsoft’s campaign builder
- How they have real time visibility into their sales and marketing funnels
- How they used Infusionsoft to create a structured selling system that even average sales reps can excel with
- How they create a WOW experience when their product is delivered and how that leads to more referrals
- The two primary techniques they are using for lead generation
- How they are using Fusedesk to turn customer support inquiries into additional sales
- How they are automating routine tasks with custom forms
And so much more!
If you are really serious about growing your business with marketing automation, this is not an interview to be missed!
More About This Episode
The Bright Ideas podcast is the podcast for business owners and marketers who want to discover how to use online marketing and sales automation tactics to massively grow their business.
It’s designed to help marketing agencies and small business owners discover which online marketing strategies are working most effectively today – all from the mouths of expert entrepreneurs who are already making it big.
Trent: Hey there, bright idea hunters. Welcome to the Bright Ideas
podcast. I am your host, Trent Dyrsmid, and this is the podcast
for marketing agencies and other entrepreneurs who want to
discover how to use content marketing and marketing automation
to massively boost their business. My guest on the show today is
Andy Michaels; he is the marketing automation expert behind a
company called Blue Chip Athletic, and I learned about Blue Chip
because they were named as one of the finalists for
Infusionsoft’s Ultimate Marketer of the Year Award.When I heard Andy describe how they were using Infusionsoft, I was
kind of blown away, and I really wanted to get him onto the show
to share with me and share with you the marketing tactics that
he’s using to get such incredible results at Blue Chip. By
incredible, I mean 50% growth in each of the last two years
after ten years of just 5% growth per year. It’s a really big
shift.Before we get to that, I have another technology tip for you; it’s a
WordPress plug-in called Speak Pipe. If you go to Bright Ideas,
you’ll see that you can leave me a voicemail message from almost
any of the pages on the site. That is a fantastic way of getting
feedback from your audience and hearing what’s on their mind.
Speak Pipe is how I’m doing that.The other thing that I want to make you aware of is a new webinar
that I’ve got coming up. Maybe by the time you listen to this,
it’s a webinar that I might have done once already. Regardless,
if you go to brightideas.co, you’re going to be able to hear
about notifications for this and any webinar that I’m doing.
This particular one is on life cycle marketing.You really need to understand this whole concept of life cycle
marketing because it can have a massive impact on your business.
There are seven steps: attracting traffic, capturing leads,
nurturing your prospects, converting the prospects into
customers, delivering your product, and satisfying your
customers, increasing revenue with upsells, and then generating
more referrals. This is all part of this concept called life
cycle marketing, and I look forward to seeing you on that
With all of that said, let’s transition over to my interview with
Andy. Andy, welcome to the show.
Andy: Thanks very much. It’s my pleasure to be here.
Trent: So, my friend, I am so stoked to have you on the show. I have a
million questions I want to ask about how you absolutely rocket
business. Before we get to that, let’s quickly do a little intro
on you for the people who are listening to this who don’t know
who you are or what you do. Maybe you could just answer that
question very briefly.
Andy: Sure thing. I’m the CIO for Blue Chip Athletic; we are screen
printing and custom apparel company. My role is split; I do the
technology infrastructure and I’m also responsible for all the
outbound marketing campaigns. Putting together campaigns for
both our retail and custom customers and delivering them across
a variety of channels, the majority of which is done through
Trent: Okay. For those of you who are listening and are going to
wonder what this interview is all about, we are going to go
really deep into marketing automation and in particular how Blue
Chip is using Infusionsoft. If that is your kind of stuff, which
I sure hope it is because it should be, you’re really going to
love this interview.
Your company was one of the finalists for the Infusionsoft Ultimate
Marketer of the Year Award. Very clearly, you guys are
leveraging the heck out of Infusionsoft. For the folks who don’t
know your company and are thinking what kind of results are
these guys getting? Do I want to listen to this interview? Can
you jump to the conclusion and tell me the kind of impact
Infusionsoft has had on your business? And then we’ll walk
through how you got there.
Andy: Sure. Absolutely. The most dramatic change has been on our retail
sales side. It’s about a third of our total business. We sell
wrestling gear, primarily singlets which are our own private
label singlets. We sell those as well as other equipment and
apparel online. That was where we first turned on the juice for
Infusionsoft; in the year after we started using Infusionsoft,
our retail sales were up 50% from the prior year. That wasn’t a
flash in the pan. That business had been around for about ten
years and had very slow and steady growth.
The first year when we tuned everything in and got everything going
with Infusionsoft, retail sales jumped 50% and the following
year, we almost repeated it; sales were up an additional 46% the
next year. That’s really just a function of engagement. We had
about 8,000 customers in a variety of contact management
systems. When we turned on Infusionsoft, everybody was in
AWeber, and it was a very generic, very sporadic follow up so we
turned on a few simple things which we can talk about in a few
minutes. The majority of the results were from making a few
changes on the retail side and getting those things automated.
There’s a few other highlights. The size of our list has grown
because we focus on referrals a lot and ask customers to help us
spread the word. After not quite 10 years of business, we had
about 8,000 customers in our marketing arsenal. Now we’re well
over 40,000 so we’ve had a big increase there.
Customer satisfaction is another one. I don’t really know how to
compare it. We went from having no idea what our customers
thought of us to having a very tightly integrated system that
captures customer satisfaction both on the custom retail side
and since we started asking about 18 months ago, we’ve had
customers give us an average of four and a half out of five
stars. We also ask them if they plan on ordering again; will
they order from us and 99.5 percent of everybody that we’ve
asked has said that they will. Knowing that information is
pretty powerful; it tells us we’re doing some of the right
things in terms of customer service.
That’s one of the other benefits is not just the sales numbers, but
it’s the visibility and knowing what’s going on inside the
business in real time rather than having to wait months and
months to analyze things. We can see at any minute how our leads
are converting, how happy people are. We can see where sales are
Trent: That is awesome. Again, I have so many questions I want to get
- We’re going to be talking for a while here. The first one I
want to jump into based on what you said is this real time
visibility; are you using Infusionsoft dashboards for that or
are you using a third-party tool to extract that information
from in Infusionsoft?
Andy: A little bit of both. I’m a huge fan of widgets. If I showed you my
homepage in Infusionsoft, you’d probably be amazed at the number
of widgets I have on there. I actually talked to Rebecca, the
product manager at Infusionsoft, about getting a tab set up so
you can get your dashboard to load more quickly if you have too
many widgets on there. I use those extensively and I’ve got all
of our custom sales reps set up with widgets to track their
pursuits for the custom orders.
We also do some external reporting. I’m kind of an API nerd and I
bought an HTML theme from Theme Forest; there’s one called The
Brain. We spent fifteen bucks on it and it’s got a bunch of
JQuery plug-ins set up and it’s got a bunch of Google graphs so
it’s really straightforward to create reports in Infusionsoft
and pull those out.
One of the things we do that for is to show activities to grade our
sales reps not only on their conversion which is the most
important thing, but if they’re struggling with conversion, we
look at their activities. Through the API, we pull out the
number of activities they do in a given day in pursuit of all
their opportunities. It’s an easy red to flag to spot if you’ve
got a guy who’s not pulling his weight on the custom sales side
and you look and he’s not logging any calls and he’s not making
any notes in Infusionsoft, chances are, he’s just not that
engaged and he’s not reaching out to customers as much as he
should. That’s just another way we can keep our finger on the
We also track, we have a lot of different offers that go out both on
the retail side and the custom side. There’s a variety of
systems of involved. We have an ecommerce shopping cart through
Able Commerce that does our retail sales. Then, our screen
printing and promotional products side of the business where we
customize apparel, that process has its own software. There’s
some software we use called Shop Works. Between all those
systems and all the different moving pieces, that was really our
best option to pull out the highlights.
We have dashboards for different departments; we have one for
marketing that shows the effectiveness of the recent campaigns,
how much coupon codes are getting used and for how much. We also
track the traction for custom offers that go out via direct mail
or email or pay-per-click. We have the sales reps trained to log
the source of the offer. Whenever a customer calls them, they
say either use an offer code or how did you hear about us? We
can track our return on investment on those things in real time
because we can see how many invoices the sales reps have sent
out that are tied to a particular promotion that we’ve been
I’d be happy to send you the information on that theme. It’s great if
you don’t want to hand code a bunch of reports and you’re not an
HTML guy. All you have to do is feed it the data and it spits
out some pretty graphs.
Trent: Yeah. Please do and I’ll make sure that I include it in the
show notes at the end of this episode. I will give you the link
to the show notes. The reason I don’t give it now is I don’t
know what it is until the postproduction process is complete. So
I can’t rattle off show notes link yet because like I said, I
don’t know what it is yet. All right. Let’s go back and try to
focus most of our conversation on Infusionsoft if we can. What
are some of the main features of Infusionsoft that you’re using?
Andy: The primary thing and the thing we started with is probably the
simplest thing, so it’s the automated follow up. When we first
started using Infusionsoft, it was before the days of the
campaign builder so we just had a variety of follow-up sequences
for the main tiers of customers. One example is someone places a
retail order in our shopping cart. Another example is a custom
order is shipped from our warehouse and our system indicates
that that happened.
The thing that had absolutely the most dramatic impact was like I
said, just following up with those customers that we had ignored
for so long and a principle that I am a big believer in. I took
some training from a guy named Mahan Khalsa who said intent
counts a lot more than technique and I try to keep that in mind
whenever I’m designing something. You can do a lot of really
fancy things and you can have one-to-one communication with
these customers, but just asking them what they thought and
following up with them to say, “Hey, did your package arrive and
is there anything else we should be doing that we didn’t do?”
Those are the kinds of things-maybe it’s just for our audience-
but, we’ve really been able to connect with people through the
use of those follow up sequences.
Additionally, being able to segment that based on what we know about
customers. Back in the days of AWeber, we were sending out
broadcasts. We sell a lot of NCAA apparel; that’s a good
example. We were sending out broadcasts that said, “Here are
three new shirts we got in for the Iowa Hawkeyes.” 95% of our
customers don’t care at all because they didn’t go to Iowa and
they’re not fans of that. That repository of information.
Inside Infusionsoft, we aggregate all of that information about what
products people have bought both on the retail side and the
custom side. In addition to the automation and follow up, the
ability to get laser focused, and say I’m only going to send
this broadcast to people that have either bought or clicked on
an Iowa product in the past, and not only that, I’m going to
segment them by zip code and send it only to people who live
within 150 miles of the University of Iowa. Being able to get to
that level, it really does feel to customers-at least, my hope
is that it feels to customers like you’re having a one-on-one
conversation with them and as little as possible you’re sending
them offers that are irrelevant to them. 90% of the time, you’re
talking about something that they’ve directly expressed interest
in and you’ve sort of started a conversation.
The way I think of my job is just continuing those conversations. We
can start conversations but we really need some feedback from
the customers about what they’re interested in and what kinds of
things they want to see from us.
Another way we do that is just with an Infusionsoft form that’s set
up as a survey that’s a little bit deeper than our initial
follow up for retail customers. They place an order in our
retail shopping cart and then we have a few messages back and
forth with them that establish trust.
Then we simply ask them what do you want us to talk to you about? We
ask them a little bit about their profile. In our case, it’s are
you a wrestler? Are you a parent? Are you a coach? We have some
different information that gets sent to them based on that. We
ask them do you want to know about retail offers? Do you want to
know about custom apparel?
There’s a lot of people on our list. Wrestling moms is one of our
sweet spots; one of their primary interests is just in education-
how can I help Johnny be a better wrestler? For those people,
we’ve put together programs. These are all self-serve. They tell
us what they’re interested in and we have weeks of information
that gets queued up.
We work together with some wrestling coaches in the Kansas City area
to put together a training series that gets dripped out to these
parents and their wrestlers over the course of the season to
teach them about different topics and what these elite coaches
think about training for peak performance at different times of
the season or weight management or how to understand how the
match looks from the perspective of an official.
Trent: So the people who maybe aren’t superfamiliar with Infusionsoft
understand, this is not a lot of hardcore code writing; this
isn’t actually any code writing to build the vast majority of
what we’ve just been talking about over the last few minutes,
Andy: That’s absolutely right. The good thing is there was a little bit of
custom code that we wrote and it was just a hand off to create
the customer data in Infusionsoft from our respective systems;
from our e-commerce shopping cart and from our custom order
system. That was really the bulk of the heavy lifting; 90% of it
was done through follow up sequences.
Over the past three or four months, I’ve really gotten into the
campaign builder, and I’ve been going through the process of
retiring a lot of things where I had a little API script that
was on a timer to go out and see if a customer order has
shipped. There are a lot of pretty slick ways that you can do
that in the campaign builder to create a campaign that runs in a
loop and is not satisfied until some external condition is met.
That’s something that’s been really exciting for me. Custom code is
great, but it’s hard to maintain and it’s prone to break. We’ve
been going through a process over the past couple of months of
retiring some of those things that were built out of necessity.
As the capabilities inside Infusionsoft continue to grow with
the campaign builder, it’s been great for us to simplify things.
Then it’s easier for different folks in our team to go in and do
some maintenance or do changes on things without having to call
me or without having to hire a developer to go in and spend a
couple of days working behind the curtain.
Trent: Let’s say for example that someone is listening to this
interview and they’re the leader of their organization, maybe
they’re a solo printer or maybe they’re just the one that thinks
up the strategy of what should happen to a customer after they
buy or what should happen to a lead once they give us their
email address. They get on the white board or however they map
out their thoughts of what they want to happen, to take that and
translate it into actually being deployed and live and in
Infusionsoft, it’s really not very hard, is it? Do you want to
just walk us through how that happens in the campaign builder?
Andy: Yeah. That’s actually what we do. We do most of our mock ups in
Balsamic and the only reason I use that is because I saw Brad
Martineau using it a couple of years ago at InfusionCon. It
looked like an easy way to do it, so that’s our white board.
I’m personally virtual; I work from home, 90-plus percent of the
time. I’m in the office a couple of times a month, so that’s
part of the reason for that. But we’ll mock up different ideas
in Balsamic; anything from how do we want to talk to these
retail customers after the sale to how do we solicit new coaches
to write content for our Coach’s Corner series?
We also have one in the works now for a club for wrestling moms.
Wrestling moms can get in here and join an exclusive club where
they get gifts and membership benefits and stuff like that.
We draw it out in Balsamic or on a white board if I’m there and the
tools in the campaign builder let you pretty much have a one to
one relationship between what you drew on the board and what you
see on your screen in the campaign builder. Then it’s a question
of dotting the Is and crossing the Ts; you create tags to
indicate when a goal is met and things like that, but I’ve been
really impressed in the past few months as I’ve gotten into the
campaign builder how quickly you can go from that concept to
implementation, which in the former version of Infusionsoft, you
could definitely do it, but it was a lot more heavy lifting so
you’d have to draw up your ideas and you’d have to hand it off
to some guy who works in a dark room to assemble everything and
there was no real way to visualize how it was set up.
One of the things, frankly, it’s simple, but I’ve been most impressed
with the ability to look at a campaign now and see how many
people are in each step. That gives you a sense especially if
you’ve got a bottleneck in a process. A lot of times, I’ll set
up sequences one after the other. The first sequence will run
for some period of time until the customer takes an action and
that’s one of the measures. If you see too many people queued up
in that initial stage, that means they haven’t taken the action.
To me, that’s a signal that we need to do some diagnostics. We need
to fine tune our messaging or we have to make a stronger offer
or have some more compelling reason for them to move through
that gate to get to the next stage which is getting the
increased order size and getting additional orders and things
like that. Just being able to look at that at a glance, I love
that. It’s fantastic.
Trent: Yeah. The fact that it’s visual makes it so much easier. All
right. So, the main feature-and again, for those of you who are
listening, Infusionsoft does have its own shopping cart system
that works with everything else. It’s part of the system. I’m
guessing, Andy, that you guys are using a non-Infusionsoft
shopping cart because you probably set that up before you got
onto Infusionsoft. Or is there a different reason?
Andy: It’s both. It’s primarily because we had our shopping cart set up for
a couple of years before we were introduced to Infusionsoft. The
other reason is just the number of SKUs. We have probably 5,000
different products that we sell on the retail side and
Infusionsoft is great if you’re selling a smaller number. If you
want to have order forms for informational products or for
services or things like that or if you have fewer than 50
products, you would be great to use the Infusionsoft shopping
There’s some huge benefits to doing that. For example, just the
automation you can set up for successful or failed payments. If
somebody’s on a continuity program and their card is charged
every 30 days, and for whatever reason the card expires and they
get a failure notice, you can immediately jump on that guns
blazing and send them an email right away while they’re still
thinking about it and assign a task to a rep to follow up with
them and make sure you get that card information updated so you
don’t lose people due to attrition. You do everything you can to
keep them in there and you have those canaries in the coal mine
to let you know about it right away.
There are some things like that that I wish we could take advantage
of more. The one-click upsells are really strong too. It’s just
that our catalog is a little bit too big and unwieldy to do that
Trent: Okay. That makes perfect sense. Aside from the campaign builder
to automate the follow up and to ask customers what they think
about your customer service, are there other features within
Infusionsoft which are having a really big impact on your
Andy: There are. This is another one. This is kind of a plain vanilla
feature; it’s nothing terribly sexy, but the opportunities
module has been perfect for us. We have a sales force of five
people, and there are varying levels of experience. The two
owners started off as being the sole sales force, and they
learned the trade by necessity. They had to be able to sell if
they wanted to be able to pay the bills. They got really sharp
One of the things that’s been critical for us, especially in the past
couple of years, as the growth has ramped up, we’ve had to be
able to be a little more nimble and bring people in as demand
increases. We can’t be terribly picky and hire the best of the
best sales force. The margins in our product are not that great.
If you’re talking about custom apparel, a lot of people think of
it as a commodity. We try to treat it a lot differently than
that. What I’m saying is you don’t have the Cadillac sales guy.
You don’t have the old silver fox out there.
In order to compensate for that, we use pipeline automation and
opportunities so we did that mind meld of Gonz [SP] and Jason,
the two owners of the company. We crafted out the ideal
lifecycle of a custom order and we automated most of it. We have
our stages set up and the opportunities, and as the reps move
from stage to stage, the communication is automated to tell the
customers the right things at the right time.
We also use a lot of follow-up tasks because especially we have a
fairly seasonal business. Most of our custom apparel is still
wrestling; so during wrestling season, the reps have a lot of
irons in the fire at any one time. In the past, before we used
Infusionsoft for this, everybody was managing their pursuit in
Outlook or, even worse, on paper. It was easy for an opportunity
to get lost. I was supposed to call this guy two weeks ago, and
now his order is late and he’s super pissed off at me.
Now, we have reminders set up that we’ve trained the reps to work
from their dashboard. It’s pretty hard to lose sight of an
opportunity. If you haven’t contacted somebody for ten days,
it’s right there staring you in the face. We’ve had a lot better
success at keeping fewer drops and fewer misses and keeping in
front of customers.
The other thing about it is it’s a better experience for the customer
because it’s a lot higher touch without having to overload the
reps with thinking of a million things to do every day. The
customers are still getting a lot of follow up during and
especially after the order. We have messages that go out to them
that say, first of all, your package should have arrived. Let me
know if the quality is okay, and if anything is missing or you
have any questions or concerns. That’s a big one right there
because you can spot a lot of problems right off the bat before
the customer has a chance to stew about it or tell other people.
Then, we like to do follow-ups after the goods are delivered on a
scheduled basis. It’s not like we’re going to sell to you once
and forget about you; we’re going to be in touch at 30 days out
and 60 days out and six months out and several points along the
way just to say hi. We’re looking for more business, but we’re
really just looking to make sure everything is okay with their
order, that they didn’t have any problems with the quality, or
anything like that.
Trent: I want to interrupt you there because what you’re explaining
sounds common sense and simple, but it’s so incredibly
important. Without Infusionsoft, all this follow-up you’d have
to remember to do up and that tends to be where it falls apart
for most people. What you guys have done with Infusionsoft is
created processes for this that just fire off automatically upon
the purchase of one of your products so no human being has to
remember to send an email at 30 days and 60 days and 6 months,
Andy: That’s exactly right. I’m a big believer in the good nature of man
and everybody has good intentions. Even those A sales people,
they’re not going to hit it 100% of the time. They’re going to
have bad days and they’re going to get behind.
What we’ve essentially done with that is raise everybody up to the
level of top performing sales rep. Not necessarily in terms of
ability to sell on the phone or sell in person or anything like
that, but in terms of the follow up, we’re going to blanket
these customers with the right information at the right point.
We know what the common objections are and we’re able to address
those presale objections without the rep having to get on the
phone and go through their laundry list. It’s done for them.
By the time the customer gets ready to buy, in most cases, we’ve
answered most of their questions, we’ve inundated them with
testimonials and things like that so they feel good about the
company and they feel good about what their friends think about
Our intent is to make that, we’re not trying to create a selling
experience for the customer; we’re just trying to create a
buying opportunity. That’s really what our model is more geared
towards. You can’t go out and sell somebody 48 t-shirts. If I
called you and said I’m not going to get off the phone until you
buy 48 t-shirts, most people don’t have that need right now.
What we can do is make sure we’re in front of that person and they’re
thinking about us and we’re top in line when that opportunity
does come up, and they say, “My son’s got a bachelor party or my
kid’s soccer team needs new uniforms,” or something like that.
We’re establishing relationships with these people.
Again, it sounds simple, but we do that for lost opportunities as
well. Whenever somebody gives us an opportunity to bid on a job
and we don’t win it, we have a very long tail follow up sequence
and we don’t give up on those folks. We say thanks for the
opportunity to bid. In some cases, we send them a card depending
on the size of the opportunity.
Again, at 30 days we check in and say we remember that they were
going with somebody else; we just wanted to see if you had any
feedback on their process or anything I could have done
differently. Then again, a couple months later, we’re checking
in to see if they have any other orders that we can bid on and
again, most of these are seasonal so at the 10 to 11 month mark
is where we ramp that up a little bit because most of these
people are coaches and they’re ordering for their upcoming
season. We put more pressure on at that point and say we’d love
to be able to sharpen our pencil and have another opportunity to
bid on your project.
Again, that’s completely taking the habits or the experience or the
skill of the sales rep out of the process. All they have to do
is answer the phone when that guy gets that note, and he’s in
the right mood and he says you’ve been emailing me for a year,
I’m going to give you another chance. All he has to do is answer
questions and smile and nod and give that customer good service
when he is ready to buy.
Trent: Your sales reps, are they predominantly answering? How much
outbound prospecting are they doing versus answering the phone
and taking the order because you’ve created a system that
communicates and nurtures and stays in touch and persuades to
make the customer call you and place the order?
Andy: If I said 15% outbound, that would probably be aggressive. The vast
majority of all their orders are they’re answering the phone or
answering an email when somebody calls in. We get a lot of that
from our outbound marketing and all the constant messages that
are going out.
We also get a lot from referrals. Customer service is huge for us;
I’m sure it’s important for a lot of businesses, but we put a
lot of effort into making sure that the entire experience is as
good as possible.
One of the ways we’ve really grown the business is we’ll establish a
relationship with a coach. A lot of these are primary and
secondary schools, so it’ll be a high school coach and we’ll
make sure we knock his socks off with great design and great
service and a great product. He’s going to be sitting in the
teacher’s lounge with three other coaches opening the box when
he gets his t-shirts or his shorts or his warm ups or whatever
That’s really been the bread and butter for us; that particular
soccer coach opens the box and the track coach is standing there
and the basketball coach is standing there and they’re saying,
“What the heck is going on? I deal with a local guy and he works
out of his truck and he’s always late. The t-shirts are printed
crooked and all that stuff.” That’s really been our Trojan
We’re rolling out some new systems where we’re formalizing that: a
little more instead of just relying on the product to speak for
itself, we’re creating advocates out of those people and giving
them some incentive to spread the word and tell the other
coaches and to tell the other parents about our service.
Trent: Very interesting. Let’s run up to the top of the sales funnel
with lead generation. You mentioned that your sales reps are
spending less than 15% of their activity outbound which means
you’re doing a lot of something to get people to come and
somehow get into your marketing funnel. Can you tell me what
you’re doing and what happens? Tell me about that.
Andy: Sure thing. The majority for the custom side is a lot of repeat
customers. We’re staying on top of those customers who have
already-to use a hackneyed phrase-they already know, like and
trust us. We’re staying after those people with the add-ons. If
we have a special on beanies or backpacks or something like that
to go along with their seasonal orders. That’s a big aspect of
- We stay in front of those people a lot through email and
The custom apparel market is pretty tough to compete wide open. If
you looked at the cost per click on Google Ad words for a phrase
like “custom t-shirts,” it’s running into a chainsaw. It’s
impossible to compete.
The way we get around that is we do sports specific campaigns. It’s
all the same. It’s all the same t-shirts and the same shorts but
in order to compete better in that market-and we seem to do
better by design or not in the smaller tier sports. Basketball,
football and baseball, there is a lot of competition there from
some of the really big players, so we have better luck with
things like volley ball and lacrosse and cross country and
swimming and diving.
We’ll do campaigns on AdWords that are specific to those smaller
market sports. You have an ad that runs and drives to a landing
page that is tailored to that specific sport that shows we have
a design library with thousands of designs for custom apparel,
and we’ll hand pick the ones that are the best for that
To that person, it doesn’t feel like they’re buying “custom t-
shirts;” it feels like they’re buying custom track and field
uniforms or custom track and field apparel. That’s one of the
ways we’re able to slice that down into smaller segments and do
a better job of competing.
We do some direct mail. We really haven’t gone outside of our
customer list. We have a variety of different offers and some of
them are highly focused on repeat orders. If a customer ordered
from us last year, we’ll send them a special to reorder the
same, exact apparel with the same, exact design. We do a fair
amount of that.
To our broader list, we have a lot of attempts at conversion from
people who bought from us on the retail side, which is bigger in
terms of customer volume. We try to convert those people into
custom customers and that’s an exercise in generating awareness.
It makes perfect sense to me that we do both, but probably well over
half of the customers who shop with us on the retail side have
no idea that we do custom apparel. Throughout our customer
service exchanges and throughout our retail follow up sequences,
we’re constantly showing examples of the custom apparel we can
do and we’re planting seeds in the customers mind to let them
know this isn’t only for sports teams.
We do corporate apparel. We do event specific apparel; bachelor
parties and summer camps and church camps and family reunions
and stuff like that. That’s a decent part of our business. It’s
really an exercise of planting that seed in the customer’s mind
to let them know that we do offer that service. It’s one person
in a hundred that’s going to be ready to buy custom apparel, but
getting in front of those people and converting them, that’s
been a huge benefit for the custom side of our business-making
sure the retail funnel directs people that way.
Trent: How does Infusionsoft play a role in that? Is that the campaign
builder and just campaigns that you have mapped out as you
Andy: It is, and it’s really being able to sit down and map out that ideal
conversation. Going back to my Gonz and Jason example, they knew
how to work a conversation and how to slowly warm somebody up to
What we’ve been able to do is sit down over the course of two years
now since we’ve had this in place. We set it up and we
constantly go back and fine tune that to figure out how we can
sharpen the message here or improve the number of clicks on this
particular email, things like that.
That’s one of my big beliefs in the marketing role; I don’t really
know anything. I have some hypotheses that I test, but I
realized quite a while ago that if I sit down and think I know
the answer to unlocking the customer riddle of how they’re going
to behave in a certain situation, I’m wrong 100% of the time.
My model now is I set up a bunch of different hypotheses, and then I
test them. That’s what we’ve been able to do with these
sequences. We put something in place, and we see how it performs
and that becomes the control group. Then we try to beat it by
sending more offers or sending fewer offers or more information
or less information, more pictures or more text. Things like
that just to see what’s going to push customer buttons at
I think that’s critical for anybody out there who is thinking about
marketing. That’s a fundamental shift in mindset at least for me
is going from thinking that I’ve got all the answers and I can
set up a campaign and jam it down somebody’s throat to all I can
do is put a bunch of different lines in the water and see which
ones get nibbles and focus more attention on those.
Trent: Help me to understand that. Let’s dive into an example of that.
Can you think of an example we can talk our way through?
Andy: Sure. One example that is non-Infusionsoft related-we do that a lot
with landing pages, just AB testing landing pages and offers. So
that would be which one is going to get more people into the
funnel? And secondarily, what we really care about is which one
is going to generate more orders. If one particular landing page
or one particular sequence of events gets a ton of people in the
funnel but they’re not purchasers, we don’t really care about
those. It’s really a resource strain for us, so we want to get
the most productive customers in the funnel.
The best example is with our FuseDesk customer support. I think we
have fifteen or twenty different templates in there that are
optimized for different customer questions. My shipment never
arrived; I lost it. We have a template, a three or four message
sequence that kind of works somebody through that. The people
that respond to the, “Did your package arrive?” It’s a pretty
huge volume. In those reply messages, I’m constantly trying to
embed different things related to custom apparel.
Asking people if you’re interested in custom apparel and you want a
rep to give you a call, then click here and go to this landing
page and fill out this form. I’ll put that in place and let it
run for a while, then I’ll change up the verbiage or move it to
the top or make it more pronounced or less pronounced or maybe
put it in a different message later in the sequence and then
compare to see which one makes more hay.
We’re always doing small changes like that. Not to say that we’re not
satisfied with our results, but we’re never convinced that we
can’t improve just by wordsmithing or changing the color of a
button or changing the subject line of an email and the
important thing there is just to measure which ones are more
productive and keep track of everything, so you know when we use
the ambiguous subject, we get more opens but fewer clicks versus
when we use a very direct subject that’s very transparent and
clear. We don’t get as many opens but the people who do open it
are more likely to actually respond and start a conversation
with a sales rep and fill out a form or something like that.
Trent: Let me make sure that I understand what you just explained. In
your customer support system which you’re using FuseDesk for,
people are submitting support questions or what have you and you
are embedding marketing messages into the replies that you’re
sending to their support queries? Is that correct or did I
Andy: That’s absolutely right. A great example is the follow-up sequence
has an automated message that goes out that says did your
package arrive. I don’t know the exact statistic, but a lot of
people will reply to that and say, “Yes I did,” or “Thanks,” or
“No, I haven’t gotten it yet,” or whatever. Those all go to a
catch all email address, FuseDesk, and the reason we do that is
by design. I’ve seen a lot of people who will put a link in the
email that says click this link to tell me your package arrived.
At this point in the game, most of our customers since our growth
curve is still fairly steep; most of the customers are dealing
with us for the first time so as much as possible, we want them
to feel like they’re dealing with a real person. If I send Trent
an email and I say, “Trent, tell me if you’re feeling okay
today,” that’s a lot less personal than sending you an email
saying, “How are you doing? Hit reply and let me know how you’re
We’re trying to establish rapport with customers. Once that comes
back into FuseDesk, that reply that says, “Yes, I got my
package,” that creates a support case. Then we have a template
that replies to that that says, “Thanks very much, I’m glad to
hear it. Your satisfaction means a lot to me; by the way, did
you know we also do custom apparel?” Or “By the way, we’re
running a special on custom apparel.”
Again, most of our customers on that sequence are going to be parents
and we’ll say things like, “We’re running a special this month
on wrestling cleaners. Do you think your son’s team would be
interested in getting this offer? If so, click here and give us
their name. Hit reply and give us their name.”
Those are Trojan horses; we’re embedding those things into the
natural course of the conversation where we want the customer to
feel like it’s an exchange of pleasantries of just making sure
your package arrived. But again, I’m planting little seeds in
there to make sure they know we do custom apparel or to make
sure they know of different special offers that we have going on
at any particular point.
Trent: When the reply goes to FuseDesk: you send an email asking if
they got their package. They type in yes, or yes I did or you
betcha or any number of ways of a positive response. How does
FuseDesk know that they got their package? Is it keyword based?
Andy: Yeah. That part is not automated. We have one customer service rep
who monitors that queue and there’s no natural language parsing
or anything like that. She looks at the responses and if they
yes or yep or you betcha or whatever, then she can quickly
within two clicks choose the template that says reply to the,
“Yes I got my package,” and her template already has all the
offers embedded in it. That way, we can change them out without
involving her or having to train her to do anything different.
She just chooses the same template.
You still do have to look at and read every message, but the fact
that you can reply within three or four seconds to each one.
During our busy season between November and January, we have one
customer service rep who is handling all of our support cases
that come in, so we use our support@; support@bluechipwrestling
and support@bluechipathletics. All of those create cases in
FuseDesk. We had one person working on those part time and she
was able to patch all the customer support cases during our
busiest time in addition to doing some other responsibilities.
That’s been extremely powerful both in terms of providing that high
touch experience and also providing a very consistent
experience. I don’t have to worry about them with grammar
mistakes or spelling mistakes or saying anything off color.
We encourage them to personalize messages. If somebody says thanks
for sending out my singlet, Johnny won his tournament, then
they’ll type in a quick one or two sentences at the top that
says, “Congratulations to Johnny. If you have a picture of him
in the singlet, please send it into us, and we’ll post it on
For the most part, it’s boiler plate responses. 90% of the time, the
conversation goes exactly the same way, so we just anticipate
that. If we do have one of those that’s in the 7% that’s
completely off the map, then somebody just has to sit down and
type an email which is what most people are doing 100% of the
time. It’s been a dramatic time savings for us.
Trent: Absolutely. There are a lot of ticketing services available. I
looked at FuseDesk and it’s not the cheapest in the world; I
think it’s about a hundred dollars a month. But it integrates
into Infusionsoft. What is the benefit of that integration for
you at your organization?
Andy: The main thing is maintaining that complete view of the customer.
Whenever you have a conversation via FuseDesk, all of that is
appended to the customer record just as if you were sending an
email through Infusionsoft. If a customer calls in and has a
question, the CSR can quickly pull up their record and see at a
glance if this is somebody who has had chronic problems and we
screwed up their order 20 times in the last 20 days. You have a
slightly different approach and a higher level of service with
those people to make sure you can save the play there versus
somebody who is calling in for the first time.
The visibility is one, the fact that there is literally no
integration. The only thing you have to do to tie the systems
together is plug in your API key. Then you can pull over. We
have a category of templates that’s just called FuseDesk
templates and that’s what our customer service rep looks for.
That’s where we have the respond to the customer about the lost
shipment or respond to the customer that says thanks I got my
package or respond to the customer that wants to change an order
at the last minute. All those templates are stored in there.
Trent: In Infusionsoft?
Andy: Yeah. They’re written in Infusionsoft and they appear in FuseDesk.
FuseDesk is a web interface, you long in, and any template that
you set up in Infusionsoft is just pulled over via the API and
appears in a drop down within FuseDesk so somebody can grab it
and send it out that way. That’s one benefit.
The other thing is, what we did in the past was everybody had their
own mailbox. The girl who handled the support cases would get an
email and if she was out sick or if she was on vacation, unless
somebody went and logged into her email . . .
Trent: No one would know.
Andy: Chances are the connection would get lost. Now we can seamlessly
transfer those cases to somebody else and make sure that queue
is getting worked and that nothing’s getting dropped.
The reporting is also nice; you can see how quickly cases are being
closed, what your average close time is and things like that. It
lets us keep an eye on how we’re doing. As we get into the busy
season, if our close time is going down, or we have a bunch of
cases open, we can appoint somebody else and say, “Okay, go
start answering cases,” and you don’t have to worry about
stepping on one another’s toes.
You can assign a case to yourself and work it and any replies to that
case come back to you. It’s been great and the best thing about
it is that it maintains that comprehensive view so you don’t
have to worry about going out and looking in some other system
to see what kind of service we’re giving to this guy.
Trent: Could you have some kind of activity happen in FuseDesk which
would cause a tag to be applied which would then trigger a
campaign to be fired?
Andy: Yeah. Absolutely. They’ve done a lot in the past year. There are a
number of things you can do: you can run a note template, you
can run an action set, things like that from the FuseDesk
interface. We’ve done a few things like that.
One good example is we provide credit to our retail CSR if they get a
referral. A lot of times, they’re on the phone with the
customer, and they can in a very conversational way find out if
this guy is a coach, and if so, would he be interested in
talking to somebody? We’ve got some custom apparel offers. Can I
interest you in that? She is compensated based on the number of
leads she hands over the fence to the custom sales team and she
just runs a note template.
Inside FuseDesk, she’s answering the case, she runs a note template
that applies a tag to the customer that says it was a retail
referral, it creates an opportunity for the sales rep to call
that person, and it sends an email to the sales rep to get on
the phone and call this guy right away, he’s a hot lead.
It’s really think of anything that you can do; within Infusionsoft,
you can now integrate into your customer support experience.
That’s pretty powerful.
We use internal forms as well. There’s no internal forms in FuseDesk,
but it’s a pretty great shortcut to be able to kick off any kind
of a campaign. Again, it’s for those situations that come up
every day. You have 100 people in a day who say a particular
thing. If you want to start them in a different sequence, all
you have to do is pick an item from the drop down menu and hit
- The person running it doesn’t have to have any knowledge of
Infusionsoft, they don’t have to know what’s going on behind the
scenes. All they have to know is I get a point for every time I
do this, and if I get 100 points this month, I get a gift
certificate to go have dinner somewhere. That’s all and
everything else happens on its own.
Trent: Something I always wondered with the internal forms: let’s say
you have a guy in your database. His name is Bob Williams and
his email address is email@example.com. Let’s say Bob’s
already in the database and somebody on your team pulls up a
custom form for he’s going to order-I don’t know. Give me an
example of when you would use a custom form.
Andy: We do it for completing their profile. When the retail CSR is on the
phone with somebody, she quickly types in their first and last
name to find their record. The internal form says things like-
it’s actually got a script on it-it says things like did you
know we have a discount club that provides 10% off? The customer
either says yes or no and if they say no, then she says would
you be interested? Should I sign you up for the discount club?
It doesn’t cost anything and you’ll get a coupon and special
offers in the mail. They say sure, absolutely, so she checks a
check box that says sign up for the Take Down Club.
Another one that’s one there is Coach’s Corner; that educational
series. You don’t say these every time to every customer; she
just tries to work them into the conversation if it’s a natural
Then she’ll say would you be interested in getting this education
sequence written by elite wrestling coaches? And they’ll say
absolutely so she checks the box for that and the big one that
we try to get her to work in is the custom apparel. She says,
“I’d be happy to help you with this singlet; did you know you
can order custom team singlets for your son’s wrestling team?”
They’ll say I didn’t know that. “Would you like me to have a
sales rep get in touch with you?”
She checks a box and when she submits that form, there are three
different campaigns that are getting fired off. One is to sign
them up for the Coach’s Corner so they get their first message
within a couple hours. Secondly, they get their discount welcome
to the club email for the Take Down Club and then thirdly, we
create an opportunity for that custom sales rep to give this guy
That’s that retail referral where she gets credit for it and the
custom guy gets the lead and gets on the phone with the
customer. That’s the primary use.
The other thing is just rounding out their profile. If she can happen
to get their birthday, if she can happen to find out if they’re
a parent, we have different messaging. If we know someone is a
parent versus a coach, we speak to them slightly differently.
She’s just checking off boxes on the form as she goes and when
she hangs up the phone, she hits submit and all those things
that she queued up during their conversation get fired off.
Trent: Where I was going with my question: if Bob Williams already had
an instance in your database; there was already a record, using
this custom form and filling in his name and his email again
doesn’t create a duplicate entry. It just updates the current
one because the unique identifier is the email address. Is that
Andy: Right. Actually, one clarification: it’s something that I’m not crazy
about. You cannot use an internal form unless the person is
already in your system. If they’re not, you’d have to add
contact, create that person, and then once you hit save on that
secondary page where you’re looking at the profile for the
customer, about halfway down the page there’s an internal form.
The way it’s designed is that you’re only filling it out for
people who are already on your list and anything that’s on their
For instance, the top section has their name, email and phone and the
second section has their billing address and the third section
is the offers. If you were talking to a customer or if Ashley in
this case is talking to a customer who has been shopping with us
for five years, most of that stuff is already going to be
complete. When she pulls up that internal form, their name,
phone, their email is all going to be there, their address is
going to be there.
What we ask her to do is just confirm those things. “Are you still on
123 Wistia Lane or is the best phone number to reach you still
1234?” She’s confirming that more than filling it out. The heart
of it is she’s asking them about those different offers trying
to get them interested in custom apparel or trying to get their
birthday or another one we ask for is their shirt size.
Since we’re an apparel printer, a lot of the promotions we do
involves sending people a free custom t-shirt or a free custom
polo or something like that to plant the seed to get them
interested in custom apparel. If we know their shirt size, we
can set up tiers of customers. All the customers who have
shopped with us if they’ve placed more than three orders in the
past six months and their total spend is over $7,500, we’ll put
together that short list of customers and if we’ve already got
their shirt size, we can go ahead and send them a wow package or
a thank you package just to get that feel good vibe going.
Trent: I see what you’re talking about now. I just got my first golden
nugget here for myself. You pull up the record and it’s under
the tasks tab and then you scroll down a little and there are
internal forms submissions. You can pick a form and click the
fill out button. That’s what you were referring to, correct?
Andy: Yeah. It’s a bit of a specific application. When I first heard about
it, I was thinking about it the same way you were: she’s going
to get a phone call from a lead that’s not in our system and
she’s going to be typing all this stuff to add them. That’s not
really what we use it for.
Frankly, I wouldn’t want to slow down the conversation that much so
if somebody calls in, I wouldn’t want to force them to sit there
and wait as she typed out the form. Unless it’s of value to
them, we don’t want to collect information that’s just an
annoyance to the customer. It’s making sure that she can quickly
kick off those campaigns is what it comes down to. With one
check box, she can start off a whole sequence of events just
based on us finding out that they’re a parent or what other
sports they’re interested in or things like that.
Trent: Just so the folks who are listening to this-because I know this
is a rather technical discussion-it’ll probably mean more to
people who are already using Infusionsoft. But in the event that
you’re not and you’re still listening, I want to give you
context to understand this.
Think about in your business when you talk to a prospective customer
or an existing customer and they say they want fries and they
want ketchup and they want a burger and a shake or whatever it
is that they want and you hang up the phone and then you have to
go do all that stuff so you don’t forget to follow up and send
all those emails and do, do, do.
What we’re talking about here is a way that you can simply put a
checkmark in a check box that on submission will fire off a
campaign that was built by you in the campaign builder, which is
a drag and drop environment. For every person you put that check
box in, that campaign will fire in exactly the same way every
time so the sales rep that’s talking doesn’t have to remember
that when they hang up the phone because heir phone might ring
again and they get distracted that they have to do this and that
and the other thing so that nothing falls through the cracks.
Andy: Yeah. That’s exactly right. And the way I like to think about it: I
think it’s ideal. That approach is perfect for businesses when
you’re going to have multiple touches with the customer over a
period of time.
Sorry, I got some feedback there. I thought I lost you, Trent. If
you’re having multiple touches with a customer, you’re not going
for the kill on call one. You’re going to talk to this person
three or four times over the span of a couple months and it’s a
very slow, iterative process.
I read a book that was pretty profound for me. It was called “Hug
Your Customer.” It was about this apparel retailer in New Jersey
and they had this system in place where each customer had this
huge profile of information and the sales reps would get
familiar with what we know about this guy and what are his kids’
names and when’s his birthday? What’s his favorite bottle of
wine and all that stuff?
That’s the way I like to think of it. As you have multiple touches
over the course of time, and in addition to that, multiple
touches from people in the organization, we’re all plugging in.
We’ve decided what are the things that are most important for us
to know about this customer and we’re all working together to
round out that profile, so that over the course of a couple of
years-and that’s really the lifespan of our customer. We do much
better with somebody who has been with us for several years
versus somebody who is just going to come and place one order.
We’re trying to round out a profile and learn as much as we can
about them through all those different touches so we can turn
around and provide exactly the right service they need based on
what they told us about themselves.
Trent: How do you get the people who are on the phone with them to
remember to look at the internal forms that are available, to
pick one, and to click the fill-out button?
Andy: We incent them. That’s the main way. The primary incentive for the
retail CSR is they get credit for the number of custom leads
they pass over the fence. It’s not perfect. They’re not going to
do it every time, and I wouldn’t really want them to do it every
time. If they’re in a hurry and somebody just has one quick
question, it wouldn’t necessarily make sense for them to say,
“Hold on a second while I log into Infusionsoft. My password
expired; I have to change my password, hold on another minute.”
That’s just a bad customer experience.
It’s not going to be perfect, but we try to make sure they know
there’s something in it for them. We don’t have a formal program
in place; they get credit for those leads in terms of the
commission that’s driven from those sales. They get some upside
We also do little promotions. If you’ve ever worked in a restaurant,
whoever sells the most appetizers today gets whatever. We do put
tags on people so we can tell who are all the people who had the
internal form filled out for them. You can do some metrics on
that and provide some one-off incentives to give them a little
Trent: We are closing in on the hour. There is one last thing I want
to ask you before I go into the lightning round which is a
couple of real quick questions. You talked a lot about measuring
customer satisfaction. Are you using a net promoter score to do
Andy: No, we’re not right now. It’s on my list of things to get
implemented. Right now, it’s purely based on their rating on a
scale of one to five. We’re in the process of rolling out a
program that’s going to make it easier for people to refer
friends. We don’t really track right now. If Trent sent Bob to
me and Bob placed a big order, then I give Trent some sort of a
high five for that. We’re not doing that right now, but probably
in the next month or so we’ll have a formal system in place to
Trent: Yeah. Okay. Let’s wrap this up. Lightning round. Three
questions: what are you most excited about, Andy, for 2013?
Andy: For 2013, I think I’m most excited about the growth on our custom
sales side. We’ve dialed in so many things on the retail side
and seen such incredible results there. We haven’t applied all
those things to the custom side; we’re in the process of doing
that now. I think between the growth and our sales team and the
things that we’ve learned and the capabilities that we’re
getting in place, that business which is actually two thirds of
our total size of the company, if we can see the same results in
our custom apparel sales as we have seen in our retail sales, I
think that’s going to be outstanding.
Trent: Yeah. Huge. Okay. How about a business book? Do you have a
favorite business book? You mentioned “Hug Your Customer.” Would
that be it?
Andy: One that is more for more complex, consultative sales; I mentioned
Mahan Khalsa before. There’s a book called “Let’s Get Real or
Let’s Not Play” and that was really a fundamental shift in my
thinking about sales. I was talking about how you’re not
selling; you’re creating a buying opportunity. It gives you some
direct, clear ways for thinking about how you interact with
customers and how you’re actually trying to do.
The thing I try to keep in mind every day is it’s really about what’s
best for our customer. We’re trying to be a trusted advisor and
I want every customer to make a decision that’s in their own
A lot of times, that means we’re not the best fit. If we can’t meet
their timeline or we can’t provide good service based on their
specific requirements, we have no qualms at all with saying,
“We’d love to have your business but we’re not going to give you
the best experience and we want you to have the best
experience.” Just that shift in mindset from I’m going to do
whatever is good for me regardless of what it means for the
customer to doing the best thing for the customer regardless of
what it means for me personally.
In the long run, there’s no question that’s a better way to operate.
And in that book, “Let’s Get Real and Let’s Not Play,” that was
pretty profound for me.
Trent: Okay. Cool. Thank you for sharing that; I hadn’t heard of that
one. For anyone who is listening to this, if they want to be
able to reach out to you, is there a way that they can do that?
Andy: Sure. I’m on Twitter; my twitter handle is theandymichaels. I also
check my email a lot. My email address is
Trent: Okay. That was very generous of you. Thank you for sharing
that. Andy, thank you so much for making the time to come on the
show. I hope that the listeners who are already using
Infusionsoft have picked up some really terrific new ideas, and
for those of you who aren’t yet using Infusionsoft, hopefully
this interview has given you some insight into what is possible
If you have additional questions about it, please feel free to email
me directly. I’m also an Infusionsoft user and obviously a
raving fan. You can send that to firstname.lastname@example.org. Andy,
thank you so much for making time to be on the show.
Andy: Thanks, Trent. It was my pleasure.
Trent: To get the show notes for today’s episode, head on over to
brightideas.co/55. When you’re there, you’ll see all the links
to any sites or books that we talked about as well as some other
valuable information that you can use to ignite more growth in
If you’re listening to this on your mobile phone, you’re in your car
or wherever, and you want to be able to get access to some other
really cool stuff, go ahead and send a text. You want to text
the word Trent to 585858. When you do, you’ll get access to the
Massive Traffic toolbox, which is a compilation of all the best
traffic-generations strategies shared with me by my guests on
the show. As well, you’ll also get a list of my personal
favorite picks of all the interviews I’ve ever done. With 55
interviews in the can so far, there are a lot of interviews to
And finally, if you really enjoyed this episode, please head over to
brightideas.co/love where you will find a link to leave us a
rating in the iTunes store. That’s it for this episode. I’m your
host, Trent Dyrsmid. I look forward to seeing you in the next
episode. Take care and have a wonderful day.
Recording: Thanks very much for listening to the Bright Ideas Podcasts.
Check us out on the Web at brightideas.co.
About Andy Michaels
Andy worked for the global consulting firm Accenture for over eight years, traveling the country helping Fortune 500 companies achieve positive results through smart implementation of process and technology. After getting sidelined by Hodgkin’s Lymphoma for nearly two years, Andy went back to the drawing board to rethink his approach to life and his definition of success.
He now serves as the CIO for Blue Chip Athletic, where he introduced Infusionsoft to catapult their sales of retail and custom apparel. In two years he turned Blue Chip from a customer-ignoring wallflower into the belle of the athletic apparel ball, culminating in their nomination as an Infusionsoft Ultimate Marketer in 2013.