How Retaining Clients Increased Revenue 3x

Case Study: How Retaining Clients Increased Revenue 3x:

People come to us for different reasons, some want more clients, some want better quality clients, some want help with their sales process, some want to create a better experience for their clients so that they can make more money and have better relationships with them. What it all really boils down to is that most people want to get their time back and create a business that is making the money that they want to make and that they love and that they are not a slave to.

This was the case with Dream Body Fitness. They came to us because they had a high churn of clients, 30% to be exact, so they were always looking for new clients. Their marketing was great, they were spending a lot of money getting people in the door and it was very effective, but once they were in, a large portion of them didn’t stay for the full period, which means they had to continually market to get new people in the door. So they spent all this time, effort and money to bring people in the door, only to see them walk out the other side.

Now the good part is that people paid up front for the program so they made their money either way, but the bad part is that they missed out on all the upsell and cross sell opportunities. Now for them, if people weren’t going through the program, they weren’t getting the full benefit, which means they could not sell them into their next program, they could not sell them their nutritional products, their training merchandise or personal training programs. It meant that they were only collecting the upfront fee and missing out on the biggest part which was the ongoing revenue that worked out to 5x what the ongoing was.

Let’s put that into perspective. If 100 people came in the door and spent $300 for a 12 week program, that’s $30 000. With a 30% churn rate, that’s losing out on 30 people. If 50% of those people upsold into all the programs (which is low) that’s 15 people who would each spend $1500 which equals $22 500 in extra revenue – they would have almost doubled their business just by retaining and upselling 15 out of 100 people. Isn’t that HUGE?

What if they upsold 50 people? The return would be $75 000 – their business has just changed completely.

That’s the return on investment of retaining and servicing existing clients.

So how was the problem solved? A simple communication sequence was put in place that had video shot from a phone camera of the owner talking directly to the clients and motivating them on a daily basis. An email went out daily to talk to them about the emotional, mental and physical challenges they would face as they went through the program and how to overcome them. It was as if they had the owner of the business coaching them and working with them on a daily basis to get them through the toughest parts, over and above the people that were physically helping them in the gym.

The results? They went from a 30% churn down to a 5% churn. They were able to upsell 50% more clients which generated a lot more revenue and gave them more cash in their business and they had more referral business come in because people loved the process and were telling their friends about it.

Think about what that would do for your business?

 

Download Your Copy of The Automation Playbook Now!

How To Charge More And Work Less

What would you rather have? 50 clients paying you R5000 per month or 5 clients paying you R50 000 per month? Is making more money, working less hours and really loving what you do a priority for you? If you are feeling like you don’t have this, like you are working way too much but struggling to make ends meet or if you can’t take time away from your business without it falling apart. Then chances are, you are charging way too little for your service or are trying to sell to the wrong people in the wrong channels.

Now I know that this might be scary, you will probably say to yourself:

“What if people don’t buy from me because I’m too expensive?”

“What if I chase people away because of my prices?”

My answer to that is… GOOD.

The more you repel the people you don’t want, the more you attract the ones you do want.

Remember that you are charging for the experience you have gained and results you can deliver vs ‘the job’.

Here are some realities for you:

  • If you choose your target market correctly, they will pay you what you want and love you for it
  • If you are too cheap, you won’t get the high paying clients
  • You will be able to get the results they want because they have the money/mindset/team/resources to accomplish their goals
  • If you are getting paid your worth, you can spend more time with those high paying clients and give them a better service

One thing that has become abundantly clear to me is, the less people pay, the more difficult they are to deal with and the more they want from you. They try and squeeze every last drop out of you, and if it doesn’t work out they blame you for everything. They constantly look at you as the golden arrow that will fix all their problems and may even use their last money to pay for your services. The danger here is that they are on the edge and if one slight thing goes wrong (which can happen) then everything falls to pieces. A few things happen from here – you damage your reputation because the person now says your stuff doesn’t work, you might start doubting yourself and what you can deliver on and spend way too much time on someone that isn’t actually worth it.

Here is a guide on how you can increase your prices, reduce your workload (if that’s what you want) and have your clients LOVE YOU FOR IT:

  1. Base your prices on ROI. If you can help a client create R100 000 in revenue, would it be worth them paying R30 000 for that service? I would say absolutely. 
  • Work out what you can do to help your clients make more money, be more productive or achieve their goals or how you can save them money or time by implementing systems and find out how much that would be worth to them. You can literally ask them, “If I can help you achieve (x), what would that be worth to you?” They will even tell you what they are willing to pay.
  1. Determine how much money you want to make and how much time you have available to deliver on the service:
  • If you want to make R1 million in a year and you have 20 hours per month to deliver on the work – NOT to get the work. You will need R83 333 per month in order to attain that goal. However, if you only have 20 hours available per month to deliver, you cannot be selling your services for R500 per hour. In fact, you will need to charge R4 166.70 per hour to reach your goal, that is if you’re working all 12 months of the year. If you work 10 months, then you will need to charge R5 000 per hour.
  • Here’s how to work that out:

Money goal / Number of Months / Time Available To Deliver = Hourly Rate

  • From here, you can determine packages to sell as you know how much time you have available to deliver and your monetary goals. You could sell one package for R83 333 per month, or you could sell 4 for R20 833 per month or you could have a few different levels of packages. For example, one for R35 000 per month and 3 for R16 111.
  1. Decide who you want to work with:
  • Having this absolutely clear will help you to attract the right people. Your marketing messages will be crafted to speak directly to them, when they read your blogs, mails, articles and posts, they will identify with it. You want them to say: “Yes, that’s me” so that they read further and are more likely to take action.
  • The more specific you are the better. Most people have an idea about who their target market is but they cannot give an EXACT description. I have 2 target markets; one for high end clients and one for those who are looking to get there. Here are the descriptions so you can see how specific it is: 

High End

  • Company is making more than R5 million in revenue per year

  • Has more than two staff members

  • Is actively marketing/advertising or wants to and has budget to – at least R10 000 per month

  • Has a database of at least 5 000

  • Has high ticket items that they sell – can be products or services

  • Are already doing well and want to take their business to new heights

  • Know they need to have systems in place to grow and automate processes

  • Are wanting to use technology to help them grow and scale and probably reach an international audience

  • Has some digital marketing experience – CRM, websites, email, social media

  • Want to work closely with a professional to help them get the results they are looking for

Looking to get there:

  • Company is making at least R700 000 in revenue per year

  • Has a marketing budget of at least R1000 per month

  • Has been operating for at least a year

  • Has a database of at least 200

  • Wanting to use technology to grow and scale

  • Has some digital marketing experience – CRM, websites, email, social media

  • Want to learn how to do the work and implement the systems with some guidanc

  1. Start speaking your client’s language:
  • You can see that the two target markets shown above are very different, they want different things, are in different places in their businesses, will hang out in different places and will have different ideas about how business is done or should be done. The bottom line is that they have different needs and if you treat them the same you will lose them as an audience.
  • Craft your offers to suit their needs and what they want from you. The high end clients will want more one-on-one time, which is ok, because they pay for it. The looking to get there clients will want more support, how to’s and maybe with some workshops in between.

Having your target market clearly defined will allow you to craft offers specifically for them and connect with them on their various levels. It also helps you manage your cash flow as you know how many clients you need to bring in, which will also help you determine your marketing budget. You will also be able to better manage your time as you know exactly what you need to do and how much time is required in order to fulfil and give your clients the best possible service.

Here’s the bottom line:

You really can have a four hour work week if you set it up correctly. You really can make more money and work less or do more of the work you really enjoy. You can have the business lifestyle that is so attractive. You can grow this as big as you like and use the exact same model to hire people – if that’s what you want.

Here’s some Great News!

I’ve set aside some time for my office to personally review your current sales and marketing process and design a fully customised dynamic campaign for you, for FREE.

This is a genuinely free offer… no strings attached.

In fact, it’s even better than you realised:

Not only do we design the campaign for you, we also create a detailed blueprint of exactly how it works and give you that as well, so you can deploy it immediately.

If that sounds interesting to you…

Here’s what to do next

I’ve posted a short description of how this works and my hidden motivation HERE.

Assuming you’re ok with my hidden motives, you’ll want to proceed to the next step.

It’s simply a short video that shows you what a typical blueprint and campaign diagram might look like and walks you through exactly what will happen with your session.

This is NOT what you might be thinking?

If you are skeptical and thinking that this might be some kind of ‘bait and switch’ that’s understandable.

The good news is that it’s NOT

In fact, it’s quite the opposite.

As you’ll see here, I’m willing to pay you money in the event that you feel this free service was a waste of your time.

No strings attached.

I spell it out in black and white for you here.

The catch you’ve been looking for

There are two:

  1. First, we’re unable to extend this offer to just anyone

There are some qualifications you’ll need to meet – the biggest being that you are a real business, not a beginner and not selling anything shady.

  1. The second is this is very time sensitive… for a reason

We’re a small company (by design) and can only offer a handful of free blueprint sessions per month.

They’re all granted on a first come, first serve basis.

So if you found this article helpful and would like to see exactly how these types of strategies could improve your business on a consistent basis, go here.

…And we’ll do it for free.

If all this sounds like something that could help you, go here before all availability is taken.

Internet Marketing Strategies for the 21st Century Business

For most people running a company in the 21st century, Internet marketing strategies are an indispensable part of the business plan. You should already be doing some form of web marketing through social media, Google AdWords, blog pages etc. any business that wants a broad customer reach should research the potential of a solid Internet marketing strategy.

As commerce continues to go global, companies that lack an easy-to-find, accessible website or landing page – the cornerstone of web marketing – won’t reach customers that don’t live in the same town or have never heard of the company. For businesses that aren’t household names, such as Pick n Pay® or Bidvest®, the easiest and cheapest form of market visibility begins on the Web. Having a sound Internet marketing strategy ensures the best chance of success.

Mobile

If you spend R10,000 ($1000), or 10 hours marketing and advertising your business and you get 100 leads, out of those 100 leads, 10 turn into clients. Most people would call that a good day.

With widespread growth of tablet and smartphone use, access to the Internet through a mobile device will be available to about 60% of the population, or 215 million people, in 2015, according to emarketer.com.

Already 80% of all google searches are conducted on a mobile device.

Mobile optimization will be an integral part of a website design now and in the foreseeable future. Websites will need to be mobile friendly, and mobile usability is a factor for Google search rankings.

As access to the Internet through a mobile device continues to grow, businesses will need to adapt in all areas of digital marketing: responsive website, mobile ads and mobile designed content.

Social Media

Social media networks also showed increase in membership and usage. There are multiple social media platforms and different strategies to use on each. All have their place in a social media strategy. Nearly one third (33%) of South African adults who are online use Facebook, according to surveys. Women tend to dominate the usage as marketing statistics frequently demonstrate.

Businesses continue to refine their tactics and strategy with a focus on:

  • Engagement: How to engage the audience and best connect (customer service).
  • Audience: How to find and target their audience
  • Tools: What are the best social media tools?
  • Measurement: How to measure their return on investment from their social activities?

Why Customer Service Is the New Marketing – Social media means that good customer service is the same as good marketing. It’s time to listen to your customers and give them what they want – you will get more out of them by asking them and acting on it. This video demonstrates how businesses and marketers DON’T listen to their clients. We’ve all been guilty of it

How Marketing Has Changed – Advertiser VS Consumer

Email

Email marketing will continue to be a part of Internet marketing strategy and should be in sync with content and social media. According to surveys most consumers (72%) prefer email marketing, and 40-60% of consumers are reading email on smartphones.

Email needs to work across all devices. The number one priority for online marketers is to redesign an email to improve click through rates on a mobile device.

In a recent survey of marketers 91% were using email marketing campaigns. Below are some of the tactics and results as reported by exacttarget.com:

  • Email capture via Facebook was found to be used 45% of the time, and 31% rate it as effective.
  • General email signup on the website used by 74% of respondents. Respondents rate it as 42% effective.
  • Sign-up requests specific to different sections of the website were used by 52% of participants and are 45% as effective.

Email lists experience a 25% attrition rate due to bounces, unsubscribes, and inactive users. A big reason for customers to unsubscribe is because the content consistently doesn’t relate to them. Besides content that doesn’t relate, marketers need to monitor their email frequency. If customers are opting out at a growing rate then you have to question the frequency of your email – are customers overwhelmed by the amount of email you’re sending? – would be the next thing to look at after content.

Content and Context

Content plays an incredibly important role in your online marketing strategy. What makes your content more powerful is the context in which you use it. You need to ask yourself: “Is this relevant to what is happening in the marketplace currently?” Creating good content in a sea of competition and distraction is a challenge. Budgets for search-engine optimization (SEO), pay per click (PPC) and media could be impacted by the need for more frequent and higher quality content. When you have the right context by making your content relevant to current affairs, you will get more engagement from your audience, promoting sharing of your content, brand awareness and positioning you as a thought leader or expert in your industry.

Content is also a Google ranking factor and will help sites attract high-quality inbound links, build trust, credibility and authority with your audience.

When creating content, the goals should be focused on the audience with respect to a mobile view. This can be tricky as longer content is generally better for a desktop experience while mobile needs to remain highly informative but stated with a lower word count. Studies have shown that people have shorter and shorter attention spans – 10 seconds at most (almost like a goldfish) which means you need to capture their attention quickly in order to keep them reading.

Using images is a good way to keep people on the page longer and increase engagement. 40% of people respond more when there’s an image in the content.

Video Marketing

Video marketing is another pillar of content marketing. Generally, videos are informative, entertaining or promotional. Video is more personal and easier for an audience to connect with. It can be highly targeted and that is why it is so effective.

Video tends to build credibility and trust. It builds engagement, can double time on page, creates more opportunity for inbound links, and has been found to have higher click-through rates, increasing it by as much as 200-300%, according to wirebuzz.com. It also increases searchable footprint.

Whether you currently run your own business, or are thinking about starting one, you need to know the top website marketing strategies in order to use the Web to its fullest potential and become a successful entrepreneur.

Email marketing is the most profitable way to make money on the Internet. When you build a list of hot and hungry prospects you control your future

Once you have your site or landing page set up, launch an email newsletter and collect lead information through the signup process. Give people something free and useful and they will return to your site, increasing the possibility they will make a purchase from you or one of your sponsors.

For more info on how to optimise your internet marketing, automate your income and grow your business online, download my E-Book. The Automation Playbook: How to Replace Staff, 50x Your Sales and Automate Your Growth Online

How To Get Even MORE Qualified Leads…

The age of cold calling is passed.

By 2020 customers will manage 85% of their relationships without talking to a human.

That’s only four years away; it’s not far at all. Now is the time to get on-board with this. The interesting thing is that every business spends time and money marketing their business, even if they think they don’t… Some people spend time; you may go to networking events where you pay for tickets.

You might talk to people on a daily basis or advertise using pay per click or on FB or another social media platform. Maybe you use more traditional forms of advertising like radio, print media or TV. Whatever your medium is, free or paid, you are marketing your business.

You’re Wasting 90% of your marketing spend!

If you spend R10,000 ($1000), or 10 hours marketing and advertising your business and you get 100 leads, out of those 100 leads, 10 turn into clients. Most people would call that a good day.

The truth is that you’re wasting 90% of your marketing budget and you’re also wasting 90% of the leads that tell you that they are interested – they just haven’t purchased from you.

Why would you do that?

Statistics show that businesses that use marketing automation to nurture prospects experience 451% increase in qualified leads. What does that mean? Well, if you’re going out and cold calling you’ll get a very small percentage of people that are actually going to respond – usually between 3% – 5%.

Here is a simple process to get more qualified leads:

Give something for free – report, whitepaper, video, blog post, coupon etc.

Have an opt in form

Collect contact details

Send them an email through your autoresponder

Follow up with emails to nurture and build trust and rapport

Have a call to action on the page – request demo/strategy session/blueprint, call me back, book consultation/appointment, sign up now etc.

If you follow this simple process and educate them about your product and service over a period of time, you will have a much more qualified lead at the end, which is further down the buying process that you can talk to.

By having this in place you can increase your sales by an average of 20% immediately!

What would an extra 5 sales a month do for your business? The result is that having cold callers becomes unnecessary in your business.

In fact what now becomes necessary is instead of having a team of tele-consultants; you now need a small hand selected group of closers. People that can take orders and manage the client interaction. Because if the customer is being nurtured each and every step of the way, if they are being educated every single step of the way, why do they need someone phoning and pestering them?

Create an Individual Journey for your clients

The customer will choose their own path, they choose their journey, they choose what information they do and don’t want to receive.

Every single time you’re having a very targeted conversation … You are creating an individual universe for each and every single client. They get the right message, at the right time, that’s personalized and when they are ready to take action you are at the top of their mind every single time.

The way to do this is by implementing a system which can allow you to automate your process and your sales funnel.

The scary truth is that 68% of businesses have not even identified what their sales funnel looks like.

Have a strategy in place and plug it into a system. There are many out there like Infusionsoft (We love it and use it extensively), Mail Chimp, Active Campaign, Hubspot etc. which will allow you to capture the client’s information and have an autoresponder function to stop losing those leads and be able to nurture them.

Your goal is that when a client goes in as a cold prospect, they come out on the other side warm – they’ve either purchased or they are ready to purchase.

The person that you’re talking to on the other end of it is now someone that’s ready to buy.

Cold calling is out of the picture.

Here’s Some Great News

I’ve set aside some time for my office to personally review your current sales and marketing process and design a fully customised dynamic campaign for you… FREE

This is a genuinely free offer… no strings attached

In fact, it’s even better than you realised

Not only do we design the campaign for you, we also create a detailed blueprint of exactly how it works and give you that as well, so you can deploy it immediately

If that sounds interesting to you…

Here’s what to do next

I’ve posted a short description of how this works and my hidden motivation HERE

 

Assuming you’re ok with my hidden motives, you’ll want to proceed to the next step

That’s simply a short video that shows you what a typical blueprint and campaign diagram might look like and walks you through exactly what will happen with your session

This is NOT what you might be thinking

If your skeptical and thinking that this might be some kind of ‘bait and switch’ that’s understandable

The good news is that it’s NOT

In fact, it’s quite the opposite

As you’ll see here, I’m willing to pay you money in the event you feel this free service was a waste of your time

No strings attached

I spell it out in black and white for you here

The catch you’ve been looking for

There are two

1First, were unable to extend this offer to just anyone

There are some qualifications you’ll need to meet – the biggest being that you are a real business, not a beginner and not selling anything shady

2The second is this is very time sensitive… for a reason

Were a small company (by design) and can only offer a handful of free blueprint sessions per month

They’re all granted on a first come first serve basis

So if you found this article helpful and would like to see exactly how these types of strategies could improve your business on a consistent basis, go here

…And well do it for free

If that sounds like something that could help you, go here before all availability is taken

THE AUTOMATION PLAYBOOK

GET YOUR FREE E-BOOK

Turn your business on autopilot

learn how to replace staff, 50x your sales and automate your growth online

Thank you for Download the Automation Playbook, Look out for the link in your email