Where Should You Start?
Well done on completing the lessons about the 5 Stages of the Customer MasterPlan. Now it’s time to work out where you should start.
Why do you need to work out where to start?
We all know this, but it’s worth repeating.
If you try and do everything—make all five Stages better at the same time—it’s going to take a long time to see a noticeable improvement.
If you focus your effort on your weakest area for the next three months, then your business will improve a great deal.
It’s not enough to just make the commitment to focus; you also need to make the commitment to focus in the best possible place—where your business is weakest.
How to work out where to start
Get a piece of paper and divide it into five strips (one for each of the Stages).
Write down each marketing method you use in the Stage where it has the most relevance.
HINT: You will need to put some marketing methods in multiple places. Email will go into Stage 2 if you’re actively signing people up and Stage 3 for your broadcast newsletters and welcome sequence, then Stage 4 for repeat purchase sequences.
(You can do the same thing for website developments and customer service activity.)
Where are the gaps?
In which of the Stages do you have the least happening?
That’s where you need to start.
There is a more complex method involving spreadsheets and database counts, but that would take a whole set of 10 lessons to explain! So in this lesson I’m giving you the quick version!
Once you’ve identified the Stage where you’re weakest, next identify the three most important things to do in that Stage (feel free to go back over the last few lessons for ideas if it helps).
Commit to getting those in place over the next month or so. (Pick a timescale that is achievable for you.)
If you’re a new startup
Of course, if you’re just starting or just planning on starting, what should you do?
• Stage 2 – Make sure you have an email sign-up pop-up in place on day one
• Stage 3 – Connect to a three-email welcome sequence
• Stage 1 – Focus the rest of your effort here, getting those customers to come to your website in the first place
Throughout the lessons so far, I’ve mentioned “trust” a great deal, and at the start I promised you a lesson on The Conversation. Well, that’s coming up next in lesson 8. It’s a great one that will show you ways to improve the performance of all your activity.
After that, I’ll be sharing some extra tips about how to get more First Time Buyers (in lesson 9) and more repeat purchases (in lesson 10).
Catch up tomorrow,
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