WEBVTT - EP 53 | Why You're LOSING CLIENTS and How to Fix It 0:00:00.080 --> 0:00:05.030 Welcome back to work, woman. As always, I'm just excited 0:00:05.030 --> 0:00:07.730 to get to talk to you today. I am deep 0:00:07.730 --> 0:00:12.559 in the throes of annual planning. It is the first 0:00:12.560 --> 0:00:15.650 week of September, and that is when annual planning starts 0:00:15.650 --> 0:00:18.770 for us. Because we need to get the financials in place. 0:00:18.770 --> 0:00:20.389 We need to figure out what the marketing plan is. 0:00:20.390 --> 0:00:22.820 We need to figure out our hiring strategy and all 0:00:22.820 --> 0:00:24.799 that has to be figured out before we share with 0:00:24.800 --> 0:00:27.260 our team what the plan is in order to actually 0:00:27.260 --> 0:00:30.980 execute on these things starting in January. So in the 0:00:30.980 --> 0:00:35.780 middle of all of that, what I also do as 0:00:35.810 --> 0:00:37.490 like a side part of my job. But I think 0:00:37.490 --> 0:00:40.040 that this is going to resonate with most of you because, yes, 0:00:40.040 --> 0:00:42.770 annual planning is like the main priority to of what 0:00:42.770 --> 0:00:45.440 I need to get accomplished over the next about week 0:00:45.440 --> 0:00:50.510 and a half. However, then shit happens. Then I go 0:00:50.510 --> 0:00:53.120 on to our website and a link is broken. Or 0:00:53.120 --> 0:00:55.700 I try to subscribe to something and it doesn't work. 0:00:55.700 --> 0:00:59.660 Or a client had an experience that they needed to 0:00:59.690 --> 0:01:02.780 get resolved. This actually came up for me over the 0:01:02.780 --> 0:01:07.130 weekend because just like you, I invest in myself from 0:01:07.130 --> 0:01:10.880 a development standpoint. And so I had signed up. I 0:01:10.880 --> 0:01:16.009 finally like everything fricking worked for this individual's marketing campaign. 0:01:16.010 --> 0:01:18.860 I saw an ad, I looked on Instagram, I got 0:01:18.860 --> 0:01:21.530 more information about this event. It was a three day event. 0:01:21.530 --> 0:01:24.950 I was so excited about it. I dabbled for maybe 0:01:24.980 --> 0:01:27.560 like five minutes. And then I saw another ad and 0:01:27.560 --> 0:01:29.330 I was like, okay, I'm just going to buy this event. 0:01:29.360 --> 0:01:33.080 It was like a $500, three day virtual conference. I 0:01:33.080 --> 0:01:37.040 bought this on Saturday morning, and the event started at 0:01:37.069 --> 0:01:39.200 like 10 a.m. on Saturday. I bought at 6 a.m. 0:01:39.230 --> 0:01:42.560 event started at 10 a.m. I never received my login 0:01:42.560 --> 0:01:44.929 for the event here. I had just spent, I had. Finally, 0:01:44.930 --> 0:01:49.040 I've stocked this company and this person for like two 0:01:49.040 --> 0:01:51.830 years and never made a purchase. I finally made the 0:01:51.830 --> 0:01:53.810 decision think about me as a customer. I finally made 0:01:53.810 --> 0:01:56.450 the decision to move forward and to go to this event, 0:01:56.450 --> 0:01:58.160 and I was interested in some of the offerings that 0:01:58.160 --> 0:02:01.430 they had. Everything finally worked. It's a business owner's dream 0:02:01.430 --> 0:02:03.980 to make this happen. I sign up at 6:00 and 0:02:03.980 --> 0:02:08.720 I never receive my login. Never received it. I still, 0:02:08.720 --> 0:02:11.450 it's four days later, still haven't received the login. I 0:02:11.450 --> 0:02:14.750 emailed them one hour into the event. A very nice email. Hey, 0:02:14.780 --> 0:02:17.090 I know I'm sure things are stressful because we run 0:02:17.090 --> 0:02:19.340 virtual events. I know things are stressful, I know things 0:02:19.340 --> 0:02:21.620 are stressful, but I'm, you know, looking forward to being 0:02:21.620 --> 0:02:24.410 able to get the access link. Can I send it 0:02:24.440 --> 0:02:26.690 or can you send it over to me? I didn't 0:02:26.690 --> 0:02:29.570 hear anything back later that night. Then I go back 0:02:29.570 --> 0:02:31.910 on there, I'm like, hey! And I'm sure day one 0:02:31.910 --> 0:02:33.800 was great. Wish I could have seen it. Could you 0:02:33.800 --> 0:02:35.450 send me the login so that I can watch it 0:02:35.450 --> 0:02:37.790 and get caught up here again? We're four days out 0:02:37.790 --> 0:02:39.980 and I still haven't received this. I paid $500 for it. 0:02:40.010 --> 0:02:43.610 It was the second to the top tier. The top 0:02:43.610 --> 0:02:45.140 tier would have been me being in person, which I 0:02:45.139 --> 0:02:47.750 couldn't have done. But I am a qualified buyer. They 0:02:47.750 --> 0:02:50.869 have been. I am a target audience and their business 0:02:50.900 --> 0:02:55.519 operations failed me. Now am I going to be, you know, 0:02:55.820 --> 0:02:58.550 pissed off and upset and write horrible reviews? No, I 0:02:58.550 --> 0:03:01.940 will never be that person. However, when things happen like this, 0:03:01.940 --> 0:03:04.850 all of a sudden it makes me think. I wonder 0:03:04.850 --> 0:03:07.850 what type of experiences our clients are having that are 0:03:07.850 --> 0:03:10.010 like that. And I want to start with a mindset 0:03:10.040 --> 0:03:12.110 thing around this, because this is what I can promise you. 0:03:12.110 --> 0:03:15.050 I have certainty that even though we try to check 0:03:15.050 --> 0:03:18.890 every detail, and even though we coordinate things and have 0:03:18.889 --> 0:03:21.470 meetings about stuff, I am certain that there are things 0:03:21.470 --> 0:03:24.200 that fall through the cracks in our organization. And that 0:03:24.200 --> 0:03:28.040 is okay because we are moving at light speed. But 0:03:28.040 --> 0:03:30.770 if I'm not willing to ask the question initially of man, 0:03:30.770 --> 0:03:33.889 I wonder what's going wrong, and then have a framework 0:03:33.889 --> 0:03:36.620 for how I figure out what's going wrong, what's the 0:03:36.620 --> 0:03:38.840 first thing I should focus on versus things that maybe 0:03:38.840 --> 0:03:41.750 aren't as important, but still should be touched at some point? 0:03:42.080 --> 0:03:45.950 Then I'm lost as a business owner as to how 0:03:45.950 --> 0:03:47.900 to fix that, because what I don't want to do 0:03:47.900 --> 0:03:49.550 is spend all of this money in marketing and think 0:03:49.550 --> 0:03:52.220 that nobody's interested in my product, and then just give up, 0:03:52.220 --> 0:03:55.520 because the operations wouldn't actually support what all of the 0:03:55.520 --> 0:03:58.310 great idea and creativity was that went into it. And 0:03:58.310 --> 0:03:59.780 so today, I really want to talk to you about 0:03:59.780 --> 0:04:03.380 why you're losing clients and how to put a framework 0:04:03.380 --> 0:04:06.470 in place in order to solve this. Because you work 0:04:06.470 --> 0:04:10.400 really hard to make your business what it is. And 0:04:10.400 --> 0:04:12.110 to the extent that you don't have this in place, 0:04:12.110 --> 0:04:14.480 what I what I know is that if you don't 0:04:14.480 --> 0:04:16.970 feel confident about the structure, you're not going to be 0:04:16.970 --> 0:04:20.780 willing to confront the difficult things that are taking place 0:04:20.779 --> 0:04:23.690 in your business. If all of it just feels random, 0:04:23.690 --> 0:04:25.730 and you have this client that has this request and 0:04:25.730 --> 0:04:28.250 another client over here and your team member, you know 0:04:28.250 --> 0:04:30.349 that they're not handling certain things, but you don't have 0:04:30.350 --> 0:04:31.880 a plan in place for when you're going to be 0:04:31.910 --> 0:04:34.700 handling that. You're not going to ever figure out how 0:04:34.700 --> 0:04:38.630 to coordinate this effort to make it what you're actually wanting, 0:04:38.630 --> 0:04:41.330 which is to fulfill your brand promise, whatever that is. 0:04:41.330 --> 0:04:43.700 For us, our brand promise is to help our clients 0:04:43.700 --> 0:04:46.820 achieve their personal, professional and financial goals through the growth 0:04:46.820 --> 0:04:49.340 of their businesses. So every single touchpoint that I'm about 0:04:49.339 --> 0:04:52.130 to go through has to be followed through with that lens. 0:04:52.160 --> 0:04:54.860 Is this thing helping our clients achieve their goals? If 0:04:54.860 --> 0:04:56.839 it's not helping them achieve their goals, then we're not 0:04:56.839 --> 0:04:58.400 going to do it. And so as you think about 0:04:58.400 --> 0:05:00.469 your own customer journey, what I want you to be 0:05:00.470 --> 0:05:02.719 thinking with is what is the brand promise that you say? 0:05:02.720 --> 0:05:05.390 Maybe if you're a dental practice, you deliver the highest 0:05:05.390 --> 0:05:08.929 quality patient experience and make people feel comfortable in a 0:05:08.930 --> 0:05:12.590 situation that they're normally terrified of. Okay. So then as 0:05:12.589 --> 0:05:14.840 I'm looking at the greeting process or I'm looking at 0:05:14.839 --> 0:05:16.850 the form intake, or I'm looking at the language on 0:05:16.850 --> 0:05:19.520 the website, how am I using that brand promise that 0:05:19.520 --> 0:05:22.400 framework to say, oh, this form looks like every other 0:05:22.400 --> 0:05:24.980 dental form. Well, it really shouldn't look like every other 0:05:24.980 --> 0:05:27.169 dental form if I'm different, because I care that the 0:05:27.170 --> 0:05:29.900 patient is likely scared. So what way can I make 0:05:29.900 --> 0:05:32.839 that less scary? Maybe instead of it being white with 0:05:32.839 --> 0:05:35.660 like those three triplicate I think is what it's called. 0:05:35.660 --> 0:05:37.970 Maybe instead of having it be like a triplicate, you 0:05:37.970 --> 0:05:40.279 could put some imagery on there of people who are happy, 0:05:40.279 --> 0:05:42.710 or you could make it a different color or the phrasing, 0:05:42.710 --> 0:05:46.250 instead of it saying client intake form. It's like not 0:05:46.250 --> 0:05:48.710 to be cheesy, but like client happiness form or client 0:05:48.740 --> 0:05:51.200 something like whatever fits with your brand. And I don't 0:05:51.230 --> 0:05:53.660 know what your brand is, but I know what our 0:05:53.660 --> 0:05:56.210 brand is, and I know how I think about these touchpoints, 0:05:56.210 --> 0:05:58.820 and hopefully these will give you some ideas as to 0:05:58.850 --> 0:06:01.550 how you can take this model and mimic it, but 0:06:01.550 --> 0:06:04.430 make slight deviations based on how you talk to your 0:06:04.430 --> 0:06:08.060 customers and what you're ultimately looking to do. So first 0:06:08.060 --> 0:06:11.390 place to start with mapping out your client journey. I 0:06:11.390 --> 0:06:14.120 like to think of this on like this linear, almost 0:06:14.120 --> 0:06:16.849 like a timeline. So you're thinking with the very first 0:06:16.850 --> 0:06:19.910 interactions that your client has all the way through the 0:06:19.910 --> 0:06:23.150 timeline of ideally them becoming an advocate of your business, 0:06:23.180 --> 0:06:25.880 like them going from hearing about what you do to 0:06:25.910 --> 0:06:28.700 actually making the decision to purchase, to being onboarded with 0:06:28.700 --> 0:06:31.280 your product and service, to maybe buying a second or 0:06:31.310 --> 0:06:33.979 a third, hopefully buying a second or a third. And 0:06:33.980 --> 0:06:35.359 if you don't have a second or third, how do 0:06:35.360 --> 0:06:37.310 you get them to. And then on the tail end, 0:06:37.339 --> 0:06:39.500 how do you get them to become advocates and referrals 0:06:39.500 --> 0:06:42.169 and get testimonials? So as you think about those as 0:06:42.200 --> 0:06:45.710 like these major buckets in your organization, I went through 0:06:45.710 --> 0:06:48.739 this big project. Gosh, when was that? It must have 0:06:48.740 --> 0:06:53.060 been 20, 2017. I went through this big project for 0:06:53.060 --> 0:06:57.410 our dental company for all of the touchpoints and the process, 0:06:57.410 --> 0:06:59.479 the framework that I'm going to introduce you to now 0:06:59.480 --> 0:07:03.349 is slightly different from that. But I'm marrying the best 0:07:03.350 --> 0:07:05.330 of both worlds. Back then, I used to think of 0:07:05.330 --> 0:07:08.690 the first bucket as being introduced to the business. Like 0:07:08.690 --> 0:07:11.840 how do you introduce a client through a website? They 0:07:11.840 --> 0:07:14.390 might hear about you through social media, through and get 0:07:14.420 --> 0:07:17.480 granular with social media, because the YouTube introduction is very 0:07:17.480 --> 0:07:20.180 different than TikTok introduction, which is going to be different 0:07:20.180 --> 0:07:25.490 than Instagram or Facebook. How else could they hear about you? Maybe, uh, 0:07:25.490 --> 0:07:30.140 a sign outside your your business is vibrant and that's 0:07:30.140 --> 0:07:33.260 how clients are knowing, oh, that storage unit is right there. 0:07:33.260 --> 0:07:36.380 Or this new biotech company just popped up here. So 0:07:36.380 --> 0:07:39.680 all of these different touch points are literal touch points 0:07:39.680 --> 0:07:42.800 of your brand promise or who you are. That's how 0:07:42.800 --> 0:07:45.200 a client hears about you. So what are the processes 0:07:45.200 --> 0:07:48.230 around each one of those things? In episode 33, I 0:07:48.230 --> 0:07:52.010 go deep into how you actually document processes, but this 0:07:52.010 --> 0:07:54.500 is the overarching framework of where to start with your 0:07:54.500 --> 0:07:57.590 process documentation. So if I'm thinking of Introduce Me or 0:07:57.590 --> 0:08:00.290 how a client is introduced, the way that I now 0:08:00.320 --> 0:08:02.720 talk about this instead of an introduction, I use the 0:08:02.720 --> 0:08:06.770 word awareness. So like what are every single awareness touchpoint 0:08:06.770 --> 0:08:09.740 in your business. So your first bucket on like this 0:08:09.740 --> 0:08:12.620 linear timeline like awareness would be the starting point. And 0:08:12.620 --> 0:08:14.720 then underneath it you would have bucketed all of these 0:08:14.720 --> 0:08:18.140 individual things. There could be as few as I would. 0:08:18.140 --> 0:08:21.080 I would say you have at least eight ways that 0:08:21.080 --> 0:08:25.400 somebody could have awareness about you word of mouth referrals, 0:08:25.640 --> 0:08:29.480 all of the social media platforms, your website, some of 0:08:29.480 --> 0:08:31.640 you might have 20, some of you might have 30. 0:08:31.670 --> 0:08:34.939 The more awareness touchpoints you have, the more clarity you 0:08:34.940 --> 0:08:37.760 need to have as to where you're driving traffic to 0:08:37.790 --> 0:08:40.910 and why. Certain people are going into certain places, which 0:08:40.910 --> 0:08:44.449 will then help you set up the next touchpoint consideration. 0:08:44.450 --> 0:08:50.540 So awareness first bucket. Second bucket consideration in the consideration phase. 0:08:50.540 --> 0:08:55.130 What is every client touchpoint when somebody is considering making 0:08:55.130 --> 0:08:57.439 a purchase with you? So for me, with this event 0:08:57.440 --> 0:09:00.470 that I just purchased my consideration, those touch points would 0:09:00.500 --> 0:09:04.220 have been the sequential ads that they continued to send me. 0:09:04.220 --> 0:09:06.110 If they would have just sent one ad I wouldn't 0:09:06.140 --> 0:09:08.179 have purchased. I didn't make the decision at that point. 0:09:08.179 --> 0:09:10.339 If they would have only been posting for social media 0:09:10.340 --> 0:09:13.400 to social media on Instagram, I would have not been 0:09:13.400 --> 0:09:17.450 re-engaged with them when on YouTube when I was on YouTube. 0:09:17.450 --> 0:09:22.220 But they did do YouTube. So these consideration touchpoints have 0:09:22.220 --> 0:09:24.410 to be mapped out to say, okay, I first am 0:09:24.410 --> 0:09:27.199 aware of the brand over here, but then I'm now 0:09:27.200 --> 0:09:30.200 in this second phase as a client as to to 0:09:30.230 --> 0:09:33.230 be considering. So when a client is in this consideration, 0:09:33.230 --> 0:09:35.780 what things do you want them experiencing? Do you want 0:09:35.780 --> 0:09:38.000 them to be receiving emails? Do you want them to 0:09:38.030 --> 0:09:40.910 be ads? Do you want them to see you on stories? 0:09:40.910 --> 0:09:43.520 Do you? If your sales cycle is more so on 0:09:43.520 --> 0:09:46.760 a phone, what does the follow up process look like 0:09:46.760 --> 0:09:50.900 during that consideration time frame? Now, ideally, the customer cycle 0:09:50.900 --> 0:09:53.480 does not end during consideration, and you have to be 0:09:53.480 --> 0:09:57.170 good stewards of keeping the consideration alive. If they don't 0:09:57.170 --> 0:10:00.530 say yes the first time and the reality is, very 0:10:00.530 --> 0:10:03.140 few people say yes the first time. So knowing that 0:10:03.140 --> 0:10:05.689 this consideration phase is something that you have to build 0:10:05.690 --> 0:10:08.000 out all of a sudden makes you and your sales 0:10:08.000 --> 0:10:10.459 team feel more confident because, hey, nobody buys on the 0:10:10.460 --> 0:10:12.439 first time and that's okay. We're going to continue to 0:10:12.470 --> 0:10:14.180 follow up because we know that our product is the 0:10:14.179 --> 0:10:18.980 right product. Once they move out of consideration, they move 0:10:18.980 --> 0:10:23.270 into the decision. So think about this. I made this decision. 0:10:23.270 --> 0:10:25.310 I'm going to give two examples. The one that failed 0:10:25.309 --> 0:10:27.800 miserably over this last week. And then in Cartoon Ventures, 0:10:27.800 --> 0:10:30.620 what we do around the decision making process. So once 0:10:30.620 --> 0:10:32.449 I've made the decision, I have put my credit card 0:10:32.450 --> 0:10:36.230 information in. I have received an email. In the email 0:10:36.230 --> 0:10:41.150 that I received, it gave me three blanket options because 0:10:41.150 --> 0:10:44.480 they didn't think about the client journey. They gave me option. 0:10:44.510 --> 0:10:47.990 Option number one, if you purchased a workbook, you will 0:10:47.990 --> 0:10:52.850 find a link in the below section for you to 0:10:52.880 --> 0:10:55.160 get access to your workbook. I didn't buy a workbook 0:10:55.160 --> 0:10:59.510 if you bought an online course. Uh, your course credentials 0:10:59.510 --> 0:11:01.250 will be sent in a separate email. I didn't buy 0:11:01.250 --> 0:11:04.250 an online course. If you bought a live event ticket, 0:11:04.250 --> 0:11:07.880 you will be receiving your notification within the next. I 0:11:07.880 --> 0:11:10.250 think it said 12 hours. I'm like, okay, I gave 0:11:10.250 --> 0:11:12.770 it 12 hours. The one smart thing that they did 0:11:12.770 --> 0:11:14.780 do is in that event piece, they gave me an 0:11:14.780 --> 0:11:17.780 email address. If you have any issues getting your event ticket, 0:11:17.780 --> 0:11:21.890 then email hello at whatever the site was called. Well 0:11:21.890 --> 0:11:23.750 then I emailed that. So that was a good client 0:11:23.780 --> 0:11:25.910 touch point because they know in their process as they're 0:11:25.910 --> 0:11:27.949 engineering this, they know, hey, wait a second, people might 0:11:27.950 --> 0:11:29.990 not get their tickets. So where do they go? Okay, great. 0:11:29.990 --> 0:11:31.760 They're going to they're going to put that person or 0:11:31.760 --> 0:11:34.040 they're going to put that email there. However, if you 0:11:34.040 --> 0:11:37.340 give people the option to email somebody or to give 0:11:37.340 --> 0:11:39.410 you a phone call, what then do you have to 0:11:39.410 --> 0:11:42.020 plan for to have somebody answer the fricking email or 0:11:42.020 --> 0:11:43.910 pick up the phone? Like it's not good enough just 0:11:43.910 --> 0:11:46.010 to have an email that says, oh, send an email 0:11:46.040 --> 0:11:48.949 because it's still not handled at that point. Now, for 0:11:48.950 --> 0:11:51.229 this company, they should have just put in the checklist. Hey, 0:11:51.230 --> 0:11:53.390 when we have an event, we have somebody checking the 0:11:53.390 --> 0:11:56.180 email for the first five hours of the event in 0:11:56.179 --> 0:11:59.660 case we get any last minute sales or think about this. 0:11:59.660 --> 0:12:02.060 I'm getting really technical on this one, but they shouldn't 0:12:02.090 --> 0:12:04.550 have continued to run ads for an event if they 0:12:04.550 --> 0:12:06.890 actually didn't want me to purchase it the morning of. 0:12:06.920 --> 0:12:10.040 Like if they're like, you know, we cannot take people past, uh, 0:12:10.160 --> 0:12:14.480 Thursday at 2:00 because our system needs XYZ amount of 0:12:14.480 --> 0:12:16.760 time in order to get them properly registered. That's fine. 0:12:16.760 --> 0:12:19.550 But then kill the ad spend because now you have 0:12:19.550 --> 0:12:21.470 a client who did purchase it based off an ad 0:12:21.470 --> 0:12:23.660 that was run thinking that I could purchase it when 0:12:23.660 --> 0:12:26.300 really the operations were shut off. You're starting to get 0:12:26.300 --> 0:12:28.699 this clicking when it comes to your client journey. Like 0:12:28.700 --> 0:12:30.800 how do you actually want the journey and how do 0:12:30.830 --> 0:12:32.809 how do you want it to unfold? But then how 0:12:32.809 --> 0:12:35.390 do you want to properly set up your operations in 0:12:35.390 --> 0:12:37.880 order to fulfill upon the journey that you have very 0:12:37.880 --> 0:12:41.750 intentionally created? So that's one type of decision making process. 0:12:41.780 --> 0:12:44.900 Another type of decision making. Maybe you have contracts that 0:12:44.900 --> 0:12:47.449 you have people sign. I've been publishing a book, and 0:12:47.450 --> 0:12:49.820 the book publisher that I moved forward with sent me 0:12:49.820 --> 0:12:52.730 this contract. But then they were quirky in the way 0:12:52.730 --> 0:12:55.940 that they put the contract together, and they acknowledged that 0:12:55.940 --> 0:12:58.370 a lot of publishers do this wrong because they put 0:12:58.370 --> 0:13:01.219 language in that nobody understands and take the rights of 0:13:01.220 --> 0:13:03.890 the book owner or the book writer. And so by 0:13:03.890 --> 0:13:06.800 them calling that out, that actually made me trust them more. 0:13:06.800 --> 0:13:09.050 I don't want to be taken advantage of as somebody 0:13:09.050 --> 0:13:11.030 who's writing a book and they know that that's a problem. 0:13:11.030 --> 0:13:14.209 So in their contract, they're addressing what those problems are 0:13:14.210 --> 0:13:17.060 and making me move forward in wanting to refer people, 0:13:17.059 --> 0:13:19.640 which goes later into the client life cycle. But you 0:13:19.640 --> 0:13:22.550 have to be thinking about that decision making point as 0:13:22.550 --> 0:13:25.580 how do you double down on the trust and the confidence? Well, 0:13:25.580 --> 0:13:27.500 you look at the things that you have in front 0:13:27.500 --> 0:13:31.790 of them, the payment processing, the contracts, any sort of 0:13:31.790 --> 0:13:35.900 materials that you're giving as literal touch points to enhance 0:13:35.900 --> 0:13:40.160 what they're about to experience in the service touch point. 0:13:40.160 --> 0:13:43.790 So the next bucket being the services component. Now services 0:13:43.790 --> 0:13:48.110 depending on your business model can entirely vary. An e-comm 0:13:48.110 --> 0:13:51.679 business is going to have a smaller services bucket, potentially 0:13:51.679 --> 0:13:53.870 because it doesn't need to be broken out into a 0:13:53.870 --> 0:13:57.770 long client journey. It's the fulfillment of whatever somebody has purchased. 0:13:57.800 --> 0:14:00.229 Not that it's not important, but it's not going to 0:14:00.260 --> 0:14:02.689 need to. Like let's say with Cartoon Ventures, we have 0:14:02.690 --> 0:14:05.540 a full onboarding process as part of the services. Then 0:14:05.540 --> 0:14:08.330 we have an ongoing services, part of the services, and 0:14:08.330 --> 0:14:11.030 then we have an onboarding, because some clients might choose 0:14:11.030 --> 0:14:15.680 to not continue to move forward through onboarding, uh, ongoing and, 0:14:15.710 --> 0:14:18.080 you know, continue down. So we have to know what 0:14:18.110 --> 0:14:20.300 if somebody quits? What is the process for that? Are 0:14:20.300 --> 0:14:22.910 we pissed off? Are we angry or are we happy 0:14:22.910 --> 0:14:25.250 that they joined us and want to make sure that 0:14:25.250 --> 0:14:27.680 that relationship moves forward? If you don't have these things 0:14:27.680 --> 0:14:30.620 documented as you're hiring brand new team members and bringing 0:14:30.620 --> 0:14:33.470 them into the environment, as you scale and grow, you're 0:14:33.470 --> 0:14:35.510 really going to be challenged with being able to have 0:14:35.510 --> 0:14:38.840 the continuity of that brand promise. Because if back to 0:14:38.870 --> 0:14:42.350 the dental office example, if you want people to feel comfortable, 0:14:42.350 --> 0:14:46.550 but heaven forbid a hygienist makes somebody feel very uncomfortable 0:14:46.550 --> 0:14:50.750 and something actually goes wrong, potentially during the cleaning, and 0:14:50.750 --> 0:14:53.030 they experience a lot of pain, well, you could be 0:14:53.030 --> 0:14:55.850 upset with the patient that they experience pain and decided 0:14:55.850 --> 0:14:58.640 to go somewhere else. No. But in that moment, you 0:14:58.640 --> 0:15:01.280 might be frustrated that that's what took place, and they 0:15:01.280 --> 0:15:03.470 might have a bad experience when the client is trying 0:15:03.470 --> 0:15:05.570 to or the patient is trying to go to another 0:15:05.570 --> 0:15:10.130 dental practice. So as you're thinking about okay services, it's yes, 0:15:10.130 --> 0:15:12.859 how somebody starts to engage with the service once they've 0:15:12.860 --> 0:15:15.770 made the decision, like what are those first initial touch points. 0:15:15.770 --> 0:15:18.560 But then also if something goes wrong, how are we 0:15:18.590 --> 0:15:20.510 handling it? How are we addressing it? What are we 0:15:20.540 --> 0:15:24.590 doing to confront it? In an ideal scene, after the 0:15:24.590 --> 0:15:28.310 services bucket takes place, what you might find about your 0:15:28.310 --> 0:15:30.710 client journey is you only have 1 or 2 products 0:15:30.710 --> 0:15:33.170 for people to be able to engage with, and then 0:15:33.170 --> 0:15:37.910 the client cycle drops off. Well, your business should have 0:15:37.910 --> 0:15:42.080 a continuous stream of things that you're offering your clients 0:15:42.080 --> 0:15:44.570 to be able to solve their problems. Because if you've 0:15:44.570 --> 0:15:46.880 been able to solve 1 or 2 problems, why can't 0:15:46.880 --> 0:15:50.090 you solve 3 or 4 or 5 or 20 if 0:15:50.120 --> 0:15:51.979 you're not quite there yet and you're like, man, I'm 0:15:51.980 --> 0:15:54.230 just starting to get my first couple of clients and 0:15:54.230 --> 0:15:57.140 I'm not quite ready to start adding additional pieces. You 0:15:57.140 --> 0:15:59.810 should be focusing on this final bucket, which the final 0:15:59.840 --> 0:16:03.050 bucket is advocacy. So how do you get those clients 0:16:03.050 --> 0:16:05.660 who have bought one thing, or maybe two things, to 0:16:05.690 --> 0:16:09.110 turn into advocates of your brand? What are you asking for? 0:16:09.140 --> 0:16:11.840 Are you saying you want a video testimonial and when 0:16:11.840 --> 0:16:14.270 they send it to you, do you send them chocolates 0:16:14.270 --> 0:16:17.240 that are branded to you? Or if they're if you 0:16:17.240 --> 0:16:20.210 ask them to refer a friend, do they get $10 0:16:20.210 --> 0:16:23.300 off their next service, whatever that looks like for your business? 0:16:23.300 --> 0:16:27.680 You have to be thinking with each individual point under advocacy. 0:16:27.710 --> 0:16:29.330 It shouldn't just be 1 or 2 ways. There should 0:16:29.330 --> 0:16:32.210 be 15 or 20 different ways that a client could 0:16:32.210 --> 0:16:35.480 advocate for you. Maybe they send their kid to intern 0:16:35.480 --> 0:16:38.030 with your organization. That is a form of advocacy. I 0:16:38.030 --> 0:16:40.670 really think of it almost visually, like an org chart 0:16:40.670 --> 0:16:43.550 where these top line, like the timeline is at the 0:16:43.580 --> 0:16:46.070 is at the very top, and all of these touchpoints 0:16:46.100 --> 0:16:49.609 just cascade down. And as you're going through and trying 0:16:49.610 --> 0:16:52.730 to navigate which things to start with and which things, 0:16:52.730 --> 0:16:56.510 maybe somebody else could start doing process documentation around or 0:16:56.720 --> 0:16:59.060 which pieces you need to add in order to grow 0:16:59.090 --> 0:17:03.440 this org chart, like Client Journey, will take you to 0:17:03.440 --> 0:17:06.260 where there are issues and where there might not be 0:17:06.260 --> 0:17:08.360 issues today. But in order to scale and grow, you're 0:17:08.480 --> 0:17:11.480 going to need to bolt on an additional product or 0:17:11.480 --> 0:17:14.780 service that ties into how somebody is aware of you, 0:17:14.780 --> 0:17:17.270 but that ultimately will help get you to the growth 0:17:17.300 --> 0:17:20.210 goals that you have. This is all tying back around 0:17:20.210 --> 0:17:22.639 to annual planning, because if we think about the client 0:17:22.640 --> 0:17:25.790 journey as it is today and today's state, and let's 0:17:25.790 --> 0:17:28.460 say your business is doing 2 million in revenue, okay. 0:17:28.490 --> 0:17:32.959 With this client journey, our ability to hit financial targets 0:17:32.960 --> 0:17:36.800 is 2 million. Well, if I'm at maximum capacity at 0:17:36.800 --> 0:17:39.620 2 million with this client journey, but my goals are 0:17:39.619 --> 0:17:42.710 to have a $5 million business. What additional services do 0:17:42.710 --> 0:17:44.840 I need to add? How much more spend do I 0:17:44.840 --> 0:17:47.179 need to create on the awareness side, all of a 0:17:47.180 --> 0:17:50.600 sudden you get to visually see this almost like levers. 0:17:50.600 --> 0:17:52.369 You get to pull levers into the business to be 0:17:52.369 --> 0:17:54.139 able to add things on and see if this works. 0:17:54.140 --> 0:17:56.000 And if it doesn't work, remove it. But you still 0:17:56.000 --> 0:17:58.369 have the core of the business of how the client 0:17:58.369 --> 0:18:01.699 is moving from point to point. And ultimately when you 0:18:01.700 --> 0:18:04.880 have issues like the issue that I ran into over 0:18:04.880 --> 0:18:07.160 this weekend, I don't want the person to be upset 0:18:07.190 --> 0:18:11.060 at their team for missing an email like that. The 0:18:11.060 --> 0:18:15.200 intention is not, oh, clients are pissed off and I 0:18:15.200 --> 0:18:18.860 would never want any business owner to feel completely overwhelmed 0:18:18.859 --> 0:18:21.260 because I had a bad experience with a tiny little 0:18:21.260 --> 0:18:24.050 touch point, because that's all it is. But the tiniest 0:18:24.080 --> 0:18:26.450 touch points can lead to, hey, I'm likely going to 0:18:26.450 --> 0:18:28.430 ask for a refund because I wasn't able to see 0:18:28.430 --> 0:18:30.800 the event and I didn't get access to any of it. 0:18:30.800 --> 0:18:33.830 So $500 is removed from the revenue that they generated, 0:18:33.830 --> 0:18:37.250 and it's something that's so small as answering the email 0:18:37.250 --> 0:18:40.580 on the day of an event. So as those things happen, 0:18:40.580 --> 0:18:44.899 my greatest hope is that instead of being irritated or frustrated, sure, 0:18:44.900 --> 0:18:50.240 it's $500 lost, but ideally that gains this individual thousands, 0:18:50.240 --> 0:18:52.879 if not tens of thousands, hopefully hundreds of thousands in 0:18:52.880 --> 0:18:54.830 the future as they're able to scale and grow because 0:18:54.830 --> 0:18:57.440 they have that piece handled, and then they can go 0:18:57.440 --> 0:19:00.170 on to adding bigger and better things and more courses 0:19:00.170 --> 0:19:02.060 and and feel really confident in the way that the 0:19:02.060 --> 0:19:05.780 client cycle and the client life cycle is progressing and 0:19:05.780 --> 0:19:11.119 adding value to their clients. With that, I am very 0:19:11.119 --> 0:19:14.660 passionate about all of this and mapping and really helping 0:19:14.660 --> 0:19:18.140 people understand, okay, what leverage points are in the business 0:19:18.140 --> 0:19:21.439 that maybe could be turned on or heightened or slowed 0:19:21.440 --> 0:19:23.060 down a little bit in order to be able to 0:19:23.090 --> 0:19:26.030 really hit their goals and to scale with their businesses. 0:19:26.030 --> 0:19:28.850 So at the ten x 360, this is something that 0:19:28.850 --> 0:19:32.119 I just go crazy over, like I am at lunch 0:19:32.119 --> 0:19:34.910 helping people map out their client journeys. I would love 0:19:34.910 --> 0:19:37.280 to see you at a ten x 360 and be 0:19:37.310 --> 0:19:39.530 able to help you map these things out so you 0:19:39.530 --> 0:19:42.439 don't miss out on lost revenue. With that, go to 0:19:42.470 --> 0:19:47.240 Cardone ventures.com/events to attend our next Ten-x 360. And I 0:19:47.240 --> 0:19:50.720 cannot wait to see you on the next Work Woman podcast.