You know what I’ve been hearing a lot of in the online space recently? Exceptional marketing efforts resulting in horrific experiences for the customer. And you want to know how I feel about it? Enraged.
Quite frankly, I don’t care how much of an “expert” you are if you don’t care about the PEOPLE in front of you. I don’t care how well you MARKET your services if there is zero follow-through for the client.
As business owners, it is our responsibility to provide solutions and services to people. And at a MINIMUM, it is our responsibility to follow through on the promises we have made.
One of the reasons we talk so much about Client Retention at The Awakening is because in order for this to be successful, quality relationships, trust, and exceptional service have to be established.
And that’s our favorite thing to do around here - genuinely care for and serve our people.
By prioritizing this simple but powerful concept in your business, you’ll create a ripple effect of growth allowing you to further support the people in your community.
Does this mean that we don’t prioritize marketing efforts and lead acquisition? No! We’re all about diversifying our efforts around here - which is why we have a 6-part omnichannel marketing plan we execute on.
By prioritizing Client Retention through our brand, we were able to generate $40,000 from one client alone (and this is just one example - we have more just like it). Ready to see a full breakdown and dive into the nitty gritty? Let’s do it.
STEP 1:
A new customer joined our Awakening Membership. She stayed in the community for five months before she was ready for additional support. ($295)
STEP 2:
Because she had such a great experience in the membership, she inquired about setting up a 90-minute intensive for some 1:1 support and strategy. ($497)
STEP 3:
After a couple of months passed and she was able to implement her intensive strategy & see results, she inquired about coaching. She signed on for an initial 6-month term, loved it so much, and decided to extend to a full 12-month term. ($9,600)
STEP 4:
She then decided she wanted to re-sign for another 12 months. ($11,760)
STEP 5:
Naturally, she shared about her success in all of the above programs, and she sent referrals our way. Three of them signed on. (Amounting to $16,080)
(Note: The above reflects some old pricing structures.)
If you total all of this up, it amounts to $38,232. All generated from one happy client.
Now, it’s important to note a few requirements necessary in order to prioritize client retention in this way:
This is one of the first things we work on with the majority of our clients here at The Awakening. An intentional and powerful set of offers within your brand is going to come with so many benefits both for your company and your clientele.
When you craft an offer suite that provides a powerful journey for your customers, your business is literally designed to retain clients (whereas if you only have a couple offers, there is less opportunity to serve them). And if you’re able to serve your clients for longer - across various levels; creating strong foundations, skill sets, and experiences - you’re able to serve them much more effectively and holistically. Thus, giving them an even greater overall experience within your brand and elevated results to show for it.
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A very important piece of a strategic offer suite is the customer journey the offers provide - both individually and as a whole.
If you have 10 offers that are randomly designed and structured - with little thought as to how they relate to and compliment one another - your customers are going to be confused and much less likely to purchase multiple times through your brand.
On the other hand, if you have a handful of offers that are intentionally designed to work together, compliment each other, and provide stepping stones for the client, folks will be much more likely to purchase multiple offers. This allows them to walk away with a more comprehensive experience and therefore, greater results.
*Note* This also works for product based businesses! Think about if you were going to a store to purchase a swimsuit. If all they have are swimsuits, you may buy 1-2 and be done with it. But if they have things like towels, beach bags, sunglasses, and natural sunscreen, you’re probably going to purchase a handful of things. Why? Because they are complementary products.
In order to retain your clients, they have to actually enjoy their experience while working with you. This may sound like a no-brainer, but so many people fail to put their focus in this area. Especially in the online space. So many people are thinking about effectively marketing and selling their offers that they forget to consider how to provide an exceptional experience for the folks that purchase.
But if your clients don’t enjoy their experience, they won’t continue to work with you and they definitely won’t refer any business your way.
Think about ways you can provide not only a great experience for your customers but one that is unique to your brand. Consider small ways to make sure they feel seen, supported, special, and in the loop.
Obviously, there is tremendous benefit for your clients when you prioritize client retention within your brand - as they are able to be deeply supported and build skill sets alongside you. But it also makes a lot of sense from a business perspective as well.
If we go back to the previous breakdown and assess the numbers:
→ If we replicated this 10 times, that’s $382,320.
→ If we replicated it 20 times, that's $764,640.
→ If we replicated it 30 times, that’s over a million dollars.
Cool, right? So many people think they need thousands of customers to build a substantially impactful and profitable business, but it’s just simply not true! With the right offer suite, customer journey, and client experience in place, you can work with less than 100 people and be a multi 6 or 7 figure brand.
If you’re ready to sustainably scale your business in this way - optimizing your client retention, offer suite, customer journey, client experience, and more - you may be a good fit for our Awakening Academy.
Our Academy has been designed to help you expand your business model, increase your recurring revenue, and get sustainable methods in place so you can grow consistently over the long-term. Click here to learn more and submit an application today!
Ashton Smith is the CEO and founder of The Awakening, a platform dedicated to helping women in business build intentionally so they can leave a powerful legacy behind. She helps early-stage all the way to established entrepreneurs own their power as CEO, deeply connect with their vision, & sustainably scale their businesses.
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