Perfect Customer Lifecycle – Tyler Garns, Infusionsoft – #IMS11

  • Biz owners and marketers often feel trapped – They are doing a lot, but feel like things aren’t working and their business isn’t growing.
  • Typical customer lifestyle
    • Generate interest
    • Sell, sell, sell
    • Get new customers
    • Sigh of relief
    • Go do it again
    • Problem: 3 Holes in Funnel
  • Hole #1 – Lost traffic
    • How many people are visiting my site that I didn’t capture as a lead?
  • Hole #2 – Lost leads
    • Only able to convert about 10% of the leads you bring in
    • It takes an average of 5 sales calls to close a deal, but most people give up after 1 or 2 calls.
    • You might be doing the prep work and then if you don’t do the follow-up, they are buying from someone else
  • Hole #3 – Lost Customers
    • You lose 68% of your customers because of indifference
      • Experience problem
      • Follow-up problem
    • Are your customers buying more and are they referring
  • If you’re doing things that aren’t tied to a strategy or tied to a set of goals, you’re wasting your time.
    • Tools + Tactics without Strategy = Chaos
  • All businesses, no matter what they are doing, need to be following the 7 steps of a customer lifecycle
    • All businesses need leads that will eventually make appointments
  • Behaviors are a manifestation of psychographics — if people click things, you know that they are are interested.
  • Strategy and tactics are fractal
  • Sales conversion strategies
    • Automate sales stage communications
    • Don’t rely solely on sales reps
  • WOWing your customers
    • Imagine you only have one customer — craft the perfect experience for that customer
  • Upsell strategies
    • Current purchase upsell
    • Post-Purchase Upsell
    • Happy customer upsell
  • Referral Strategies
    • “You and your friend” referral strategies work better than telling people they’ll make money from their friend.
  • Assignment: