Robert Skrob

I’m so excited to be here. Thank you so much for inviting me on.

Robert Skrob

Most people focus so much on making the sale and think, “What about copywriting?” “What about my author?” “What about my bullets?” “What about my sales page?” “What am I going to do?” Maybe even have immediate one click upsell and then, they get a customer and they immediately move on to going and getting the next customer. They don’t think as much about how to really leverage this new relationship they started and be able to building customer loyalty.

They spent all this time and money wooing this individual to become a customer and they ship out the product without really thinking, “How can I really build a great lasting relationship with my brand new customers and members so that they don’t just want to buy from me once but they want to buy it from me every month for the next several years?”

Robert Skrob

Yeah.

When you get a lead, you think very carefully about the videos or the sales letters or the sales presentations that are going to turn that lead into a buying customer. Now, equally, let’s think through the next things that the customers see, them into a long term customer rather than the excitement and motion waning after they buy.

Let’s figure out how to move it up because if we can leverage that excitement that will help you in building customer loyalty. We can turn that new customer into getting them engaged in the program, inviting them to refer and make referrals, and getting them to ascend to buy other products and services. It’s really that deliberate consideration of what I do after I get a customer.

I’ve seen it in some businesses where a lifetime customer value of their average customers can be maybe $31,000 but when they are very thoughtful about building customer loyalty, bringing their customers and ascending them, the lifetime value can be $35,000.

What we’re talking about is building customer loyalty and really more than an incremental, “Oh yeah. Maybe we can get this customer to buy a couple more things.” No. We could easily 10 times the member value of every single customer or member that you’re bringing on by being as thoughtful and deliberate of what happens after the sale as we were about what happens after we get new lead.

Robert Skrob

Not only build that relationship but to be able to do it at scale and ensure building customer loyalty. It’s one way of creating relationship is to call and to engage in conversation and all of those things that’s like this 2 way street.

As you scale your business, it becomes impossible to be able to do those things. It’s engaging in them at scale.

There’s a number of different techniques and messages that we want to really think through after we get a new customer. One of the key things is to re-sell them on the dream that you used to buy.

I don’t know if you have ever done a weight loss program but I can tell you. I have purchased a whole lot more weight loss programs than I ever implemented because buying a weight loss program is a whole lot easier than doing one.

I’ve bought the GI diet, the protein power, countless books on losing weight that I read with relative interest and then, put aside, and never really did anything with.

You’re customers have the same experience. They’re upset about a particular problem. They engage and buy. They feel a certain release because they purchased, “Okay, I have solved that problem” and then, their interest wanes.

Also, as a marketer, what we often are doing is we’re so focused on giving them what they purchased or like, “Here’s what you bought,” “This is what you do,” “Here are the 15 steps,” “Do this,” “Do that,” “This is what you need to do,” that we need to stop and say “Okay. You know what? Now that they’ve purchased, the bar is actually even higher.” Because, now, we’re actually asking them to change habits, change what they do in their daily life, and incorporate us into their lives.

We actually need to paint the dream bigger and make the dream, and help them visualize what it’s going to be like after they have implemented your solution even clearer than we were able to do during the sales process so that they go, “Wow. I’ve got the right team. I’ve got the right system and you know what? I think can do this.”

Robert Skrob

It’s ramping up the stakes so that they feel like that this is an important part. This is really worth their time and attention to change all habits.

Then the other thing is what I call, “Inviting them to lean in into the program.” Anytime we try anything new, you initially feel some resistance. Like learning to play golf, learning to play tennis, learning to swim, or building customer loyalty. Anytime you’re learning these new skills, you have to change old habits and get new muscle memories and it’s hard.

What we want to do is invite them when they feel that, “Hey. You know, some folks who implemented this program often feel a resistance. They feel frustration and if you feel that way, know that that’s normal part of trying something new but we’re going to work with you every step of the way in order to help you live this dream and accomplish these results or solve this problem.”

You invite them so that they don’t come to you, buy your thing, they feel pain, and in order to relieve their pain, they leave.

Make your customers feel that they can lean in to your program in order to help push through this temporary frustration and get the results that they’ve came to get.

Robert Skrob

If you can predict what the client’s pain is going to be, then you can come so much further. You can step ahead of the process to ensure building customer loyalty and make sure that they feel nurtured rather than, they come up against that pain and then they’re out.

Robert Skrob

The other piece of all of this that’s going to help you keep your members longer, help you building customer loyalty and be able to continue to 10x your customer value is in your products, in your member welcome sequence. Remember that there are other individuals, other influencers that your new customer is going to face.

If your solution is a personal solution that they’re implementing at home, you need to give them a story to tell their spouse. The spouse is going to be a lot better at selling them out of your solution than you were at selling them in and to the extent that they need support or acknowledgement or even just to be left alone to be able to do your system. You are better at promoting your system than your brand new customer is, therefore it is so important for building customer loyalty.

Consider giving your customer a little hand-out that they can give their spouse. This helps teach the spouse how to be supportive like what the goals are, why this is a win for the spouse, for their partner to do this and how they can be most supportive through this journey.

Robert Skrob

If your solution is something that they’re going to implement at work, maybe they are the boss and they are going to be delegating this to a team of people. There needs to be a video or even a series of videos that sells this system to the employees so that they can appreciate and recognize how this is going to make their lives easier because the employees are a lot better at selling their boss out of the system then you’re going to be at selling it at them in. The employees have got 5 days a week and at least 8 hours a day to work on your customer. You’ve got maybe email and some videos.

So better to give your new customer the stories that they’re going to tell those around them and the actual tools to help educate the people around them in order to be able to fully implement your program.

Robert Skrob

I think the single most important thing to do to retain a customer for a long time and for building customer loyalty is all about the member welcome package whether it’s delivered online or it’s delivered off-line. Really thinking through that package, making sure that you are reselling them on the dream, and encouraging them to lean into the program. Make sure to teach them about your people if you have other people that are helping them implement. Other coaches or a team, introducing those people so that they can appreciate the value that those people will bring.

Also, telling them where to get started. I worked with a client that had an awesome membership website. It had more than a thousand videos on it and they were entertaining and informative. They were 15-20 minutes long. It is very well done but it was a huge mere out of topics.

When I talked to the client, I said, “When you sent your son to college, if college was about driving in your car, pulling up in the parking lot at college. One building is labelled English and the next is Business. The next is Science and the next is Computer and they just kind of walk around and they go into a building when they feel like that sounds like that’s interesting and then they go from class to class.”

They’re reading the little sign of what the class is about and they go into a class and they sit there for a little while until they get bored and then leave that class and they’d be going into another one. If that’s what college is like, no college is going to happen.

In college, there is a promised outcome. After you go through this program, you can become a doctor. After you go through these set of classes, you could become a CPA. After you go through this trajectory, you can become a geologist. There is a promised outcome and then there is a step by step process for achieving that outcome.

Robert Skrob

On your membership site, if you don’t have at least the first step of that outline and in your member welcome getting them started on that journey, then it’s just a matter of, “Hey. There’s a thousand different resources here. They’re all great. Go check them out.” It doesn’t matter whether you have a 100, 500, 1000, or 20,000, that’s not going to build retention.”

Robert Skrob

Giving them one video or one resource of where to start is a lot more powerful than trying to give them a thousand.