Creating Magnetic Client Experiences
- March 2, 2015
- Posted by: Rochelle
- Category: Brand + Design, Client Relationships, Marketing + Selling
Last year, I plunked down $2,000 for a digital course. I didn’t spend months agonizing over the price point, wringing my hands wondering if it would work for me. I read the expert’s materials, watched his videos, tried his free advice (it worked beautifully), and signed on the dotted line.
My reasoning: If the “free” client experience was that good, imagine what was behind the pay wall?
Best $2,000 I ever spent. Why? Because my experience lined up EXACTLY to what he’d led me to believe was possible. From what was delivered, to how it was presented, to the support team, the entire adventure was 100% on-brand. He earned massive amounts of goodwill (and a true fan) and I will look kindly on anything he offers in the future.
Contrast that with a second expert authority interaction that started out much the same. Some pretty amazing (free) content was shared, followed by a sales offer. The problem? The initial offer was disguised—and then quickly revealed as a bait and switch. Classic sleazy marketing. And so, “expert” though she may be, I quickly disconnected from her sphere—who wants to listen to, much less buy from, a demonstrated liar?
Because it doesn’t matter if you’re the world’s expert in your field if you can’t create irresistible client and buyer experiences.
Experiences that you uniquely design to pull in and mesmerize your sweet-spot clients. From the first impression you make, to your first sale, to every single spot on the continuum of your relationship.
It’s true on-line and it’s true face to face.
We buy from those we know, like and trust. And part of that is being able to consistently rely on what we’ll receive from you.
We appreciate getting what we expect, what we were promised. And we LOVE being delighted. It makes us forgive the inevitable missteps along the way if you’re honest and say you’re sorry.
If you keep to the implied promise you made when we first engaged with you, we will be loyal. We’ll cheer for you. We’ll tell our friends about you. We may even become your stark raving fans (not to mention your unpaid marketing force).
It doesn’t matter if your price point is a $10 book, a $2,000 training course or a $50,000 engagement. Creating magnetic client and buyer experiences is about making us feel everything you’ve promised us.
So by all means—aim high. Just don’t forget to deliver.
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6 Comments
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Unfortunately, my hands alone do not suffice to count the times I found disappointment rather than excitement after following someone. I know the fine line; I’d love all to purchase my book (I intentionally did not link to it in this comment.) but taste matters. The same discussion relates to the givers and the takers. I think the hardest part for all of us involves knowing when and how to avoid getting sucked in when we share and help (Rochelle covers this in past blogs). The key involves identifying your (preferred/ intended) “audience” (aka “prospects”) and devoting sufficient time and messaging to reach them. Time remains important; I find as people know me, they pay all the more attention to me. Time need not be all personal or group interactions; it can include messaging where the prospects pay attention. For example if you share some prospects with Rochelle, commenting intelligently in this space can also work.
Thanks for the addition Corey! I always think if we help those with whom we have resonance, that it will boomerang back, someway, somehow…
Your comments are again right on target. I remember many years back listening to a tape (back then) of Tom Hopkins. I still think highly of him and consider him a mentor. I decided to go to one of his free (back then) seminars. I was so struck by what he was telling me. I bought his books and tapes. One night I was driving somewhere and listening so intently to Tom’s message that I lost track of where I was going and was somewhere foreign to me at the time. Yes, I got back on track and made it to my intended destination, but not on time.
My point after the rambling is we can find the right material delivered the right way and prosper from the teaching we receive.
LOVE that story Ed–what a thrilling effect of his work! Especially since you got yourself back on the right road 🙂
This post came right at the time I needed it. As a consumer, I’m a huge fan of the “free stuff”–who isn’t? Still, I am willing to buy when I am convinced that the paid products/services will be a better or more convenient version of the free stuff. Being on the other side of the equation now, as an author, is a bit intimidating in the role reversal, but also an exciting challenge. Thank you for reminding me that it is possible to bring a repeatable, fresh, and magnetic experience to the consumer/reader, and that the best use of the freebies is to create trust so that the paid products will deliver all that the consumer hopes for.
Welcome Yaasha! Selling your work for the first time can feel a bit daunting, but it’s all about keeping the integrity of our promise to our tribes. I like to think it’s what keeps us motivated to keep on creating…