Make Your Business A Destination Where Your Clients Want to Hang Out
I don’t want you to struggle to sell every offer you have. I want you to build a logical portfolio of offers that follow that client’s journey from their first toe in the water to the ugly cry tears of pride and joy as they leave your nest, ready to fly on their own.
Make Your Business A Destination Where Your Clients Want to Hang Out
“I only want that client to buy one thing from me, and never buy from me again.” Said no business owner ever. (Unless that client was Clientzilla, which then would be a smart choice)
When I work with my own clients, designing their businesses, we very intentionally think about a client’s journey, from the point at which the service or product they provide is just a glint in their client’s eye, to the point at which they have served them to the extent of their abilities and handed them off, more whole than when they found them.
I don’t want you to struggle to sell every offer you have. I want you to build a logical portfolio of offers that follow that client’s journey from their first toe in the water to the ugly cry tears of pride and joy as they leave your nest, ready to fly on their own.
When you finish delivering a product or service, your client should already know what they need next and you should have that next offer for them to transition in to. They may not transition right away, but because they already have a (assumedly fantastic) relationship with you, it’s yours to lose. Your job then is to nurture them until they are ready while you stand with arms open, ready to receive them with your perfectly crafted next step, which happens to be an exact progression from Step 1.
In corporate, you learn the value of “farmers”, or the people who go into a customer, and ensure that you deliver such high quality work that your customer won’t even hesitate to say yes when you ferret out a new opportunity (because, of course, you’ve developed trust). Growing business with an existing customer is eleventy billion times easier, cheaper and more effective than hunting for new blood.
In addition, creating offers that meet clients at every step in their journey mitigates risk in your business as you will inevitably end up with a “bite-sized” entry offer, a longer term and more substantial offer, and some type of growth or sustainment offer.
Keep your clients coming back and your only destination will be the bank.
Tell me in the comments…
How have you structured your offers to optimize your customer’s journey?
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