Tag Archives: Cleint Attraction

The Client Path – A client is never an event …

Client Path

In the book, The Consulting Bible by Alan Weiss, PhD, he stated:

Think of the fourth sale first. A client is never an event, but part of a relationship that endures as long as you provide value and volition.”

The minute I read this I immediately wrote it down and was determined to commit it to memory. And I was better for doing so as it has shaped how I run my business.

Now if only I had read this when I first started my business four years ago … :-(

You see when I first started my business way back when, I was focused solely on “the sale.” You’re probably wondering what’s wrong with that? Well nothing per say; unless you’re looking for that one time sale and not considering customer retention and repeat business as part of your business model!

If you are, boy are you in for a struggle!

Your focus should always be on “how can I continue to offer more value to the client over and over?” You can only do this by offering the client the opportunity to go deeper with you with what you offer.

Did you know that 80% of your sales will come from 20% of your customers? These are people who will continue to buy from you as long as you can continue to offer new and improved products and services. They will also be the true loyal fans that will act as your unpaid sales force sharing how great you are with their friends and family – but that’s another discussion.

But you can only take advantage of that statistic if you are willing to create a client path. Let’s first define what I mean by client path.

The Client Path is the order in which you take a person through so they can continue to experience and benefit from a specific set of results.

Huh? No worries. I’ll get into this further.

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