What you’ll learn

This lesson guides you through each step of the client’s journey. It will prompt you to review and refine touchpoints to create a cohesive experience from Awareness to Alumni. An experience consistent with your brand image.

• Connection is at the core of client relationships
• Caring about your clients increases your ability to serve them well
• Be proactive in communication
• Serve the relationship instead of the transaction

This lesson guides you through each step of the client’s journey. It will prompt you to review and refine touchpoints to create a cohesive experience from Awareness to Alumni. An experience consistent with your brand image.

00:00 Welcome
02:30 Lesson Overview
03:49 Awareness
06:45 Nurture
10:41 Convert
17:52 Onboard
22:41 Service
40:30 Offboard
45:12 Alumni
48:36 Resources

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Lesson Outline

Awareness: How are you planting seeds?

How is your ideal client finding you? What networks and platforms are you using to show your ideal client you care about solving their problems?

• Share your story on podcasts
• Share your highlights + tips on social media
• Attend local events
• Postcard campaigns
• Advertising in newsletters or podcasts

Nurture: How are you creating a connection?

What can you do to build trust and connection? Connection requires you to open up and share your perspective and stories. This helps ideal clients self-filter as they decide if you resonate with them or not.

• Share transformation stories
• Share a resource to help them generate a quick win
• Share tips and resources with a newsletter

“Trust is earned in the smallest of moments.
It is earned not through heroic deeds, or even highly visible actions, but through paying attention, listening, and gestures of genuine care and connection.”

Brene Brown

Convert: How are you showing you care about their needs?

The best salespeople serve instead of coerce.

• What research are you doing to learn about your potential client before a call?
• What questions are you asking to learn about the challenges and needs of your potential client?
• Are you listening to hear or respond? To position your offering or to service them?
  • Don’t try to put a square peg in a round hole.
  • Overpromising and underdelivering. Be honest about your capabilities and calendar.
• Money is left on the table when both parties avoid discussing objections.

Onboard: How are you making them feel welcome?

Continue the momentum & excitement after the sale.

• What steps need to occur for a seamless and consistent onboarding?
• What are you doing to set clear expectations and boundaries?
• What are you doing to make them feel welcome?
• When will they meet their primary contact?

Service: How does the quality of your service show you care?

Care about meeting and exceeding their expectations.

• Deliver what you promised.
  • What is your service promise?
    • service promise (external)
    • service standard (internal)
  • How do you consistently uphold it?
• Create ways to delight your client.
• Ask for feedback throughout the experience.
• Anticipate their needs.

“Black and white” means you’re doing your job with competence and efficiency; “color” means you make people feel great about the job you’re doing for them.
Getting the right plate to the right person at the right table is service. But genuinely engaging with the person you’re serving, so you can make an authentic connection—that’s hospitality.”

Will Guidara

Offboard: How do you set them up for continued success?

Premium service extends past today.

• What steps need to occur for a seamless and consistent offboarding?
• How can you tie a bow on their experience?
• How will you make them feel appreciated for being a client?
• Ask for a review where they can share their experience with peers.

Alumni: How do you show past clients you still care?

Extend the relationship beyond the transaction.

• Check in after 90 days, 6 months, or 1 year.
  • What continues to work for them?
  • What’s no longer relevant? What changed?
• Share their transformation in before/after or case study.
  • Ask for participation and permission.
  • What would they recommend to your future clients?
• Be a resource.
  • You know their business and team, so how can you continue to nurture the relationship with referrals, updates, etc?
• Share future services.
  • Don’t assume it’s one and done. As both parties evolve, there may be an opportunity to work together again.

“I don’t know what your destiny will be, but one thing I know: the only ones among you who will be really happy are those who will have sought and found how to serve.”

albert schweitzer

Slowing down to be intentional is an investment in your clients, team, and business.

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