96: Converting and Retaining Clients

It’s more important than ever to convert clients if you want to have clients.

With more competition in the marketplace; more market headwinds; the decline of CF and the rise of bot-search, getting clients is harder than ever. That means it’s critical to keep the clients you have if you want to have 1:1 clients.

Here’s the best path after reviewing a few hundred conversion calls.

1. Get them a good ROI and show it to them every single month.
2. Know where they are in their journey.
3. 2 months out, say “here are the next 3 steps we need to take” and “Here’s how they will benefit you.”
4. 1 month out say, “here are the next 3 steps we need to take and here’s how they benefit you.”
5. Then say, “Now, I know your first year commitment with us ends this month. When I started to look ahead, I just assumed you’d be around to work on these things next. Are you planning something else?”
6. Then make their next 3 appointments.
7. Do NOT count on the CSMs to handle communication about renewals, talk people into staying or tell them the price. The CSM team is a safety net, not a trampoline. Conversion and retention are our job as mentors. Just like in your gym, it’s not enough just to get good results. You have to show them results and show them the next best step if you want to keep them.