Profit Activators: The "During" Unit

WOW your customersIn this blog post, we’re going to look at the “During Unit” of the Profit Activators. Up to this point, you’ve learned about how to target your market and how to educate and motivate them to take action.  The next step is to make it as easy and hassle-free as possible for them to become your customers.

When positioning your offer, go beyond what everyone else is doing.  If everyone else is giving free quotes or samples, you do the same plus show them what your product or service can do.

In his report on Profit Activators, Dean mentions co-collaborator Joe Polish and his carpet cleaning company. Rather than just quoting carpet cleaning services like everyone else, Joe went a step beyond and offered a “carpet audit” which was a free way to diagnose common carpet problems.

In the process of doing the carpet audit, Joe would offer to do a room for free. Here again is the reciprocity nudge. You’re giving people so much value that they find your offer and the opportunity to do business with you almost irresistible.

The End Result is What Matters

The most important thing to keep in mind during the “During” phase is that the client is focused only on the end result.  They don’t really care about what you do, rather WHAT YOU CAN DO FOR THEM.

You could have a proprietary process, a unique formula, a breakthrough product – but again, the “what’s in it for me” is what overrules all these things.

Once you get their business, you’re still not done with the “During” phase. Now you have to deliver an outstanding customer experience, and this is another area where many marketers fail.

You want to look at each customer as someone who’s going to make a long-term investment in your success.  They’re not just going to come back to you again, but they’re going to tell their friends about you.

Dean says that you can create an incredible customer experience right from the start by asking two simple questions:

What do people LOVE about [your product or niche]?

What do people HATE about [your product or niche]?

What could you do with this information that would truly WOW your customers?  What would really engage them and get them to come back again and again?

Delivering Service after the Sale

After you get paid by your client, the relationship isn’t over. Of course, for many people, that’s where the process ends, and they start over. But you’re different – and you’re going to go out of your way to deliver fantastic value after the sale.

This becomes much more memorable to the client because they’ve already paid you and don’t really have any expectations of anything more, so anything you do at this point will be icing on the cake!

To do this effectively, focus on timing.  Follow up two or three days after the initial sale. Check back periodically and give them a little freebie of some kind to keep your name and your company fresh in their mind.

If you find something interesting related to their industry, such as a news article, clip it out and mail it or scan it and send it to them – they’ll really appreciate it!

What’s Next?

You’ve done a lot of work to nurture visitors into paying customers and to work toward creating an experience that keeps them coming back. So what’s next?  In the final post of the series, we’ll look at the “After” unit which includes two profit activators you must understand in order to truly create a complete, memorable experience for your customers.

See you next week.

In the meantime please share your opinion on “The During Unit” by leaving a comment below.


AlexProfit Activators: The "During" Unit

Comments 10

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      Alex Safie

      Hey Rudy,

      Glad to hear that you are finding this information useful – The Profit Activators are a proven method to make any business a successful business.

  1. Alvin Curren

    Thanks for the the reminders Alex. I am in the “during” phase right now with my first real client. While trying cold calling one day and then a follow up, this business owner agreed to see me. He didn’t go for the original service I was trying to pitch, but to other services that pay more.
    Instead of buying a mobile optimized web site design, he got a google plus local optimization and local site seo booster pack.

    1. Post
  2. Elizabeth

    The relationship you create with clients when you build your business this way is ultra solid and it will keep them coming back for more and more! Great post!

  3. George Fox

    Your well served and satisfied customers will become a permanent member of your network and it’s something that will keep your sales coming. Follow ups really work in keeping your customers happy .

  4. Matthew Clifton

    If these theories are applied correctly, it would be much easier for a business to attract repeat buyers than new ones. I like the idea of freebies, it is indeed an effective way of giving value to your customers and make them come back for more.

  5. Susan Murray

    I could not agree more with your post. Customer retention and loyalty is very critical for a business to survive. I’ll be reading more of your posts. Your site is awesome.

  6. Ralph

    I recently purchased an expensive learning product from a company who offered it free except for the $6.95 dollar postage. The product arrived and was of higher quality than expected. What motivated me to purchase was the initial advertizement admitted the offer was being made with the hope I would become a repeat customer. I was so impressed by the up-front nature of the advertizement (admitting their motivation) that I believed in the honesty of the product before I purchased it. I’m glad I made the purchase and will likely read their future advertizements.

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