In 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!
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.