CONSISTENCY
EDITOR’S LETTER FROM MIKE WALKER
EDITOR
Mike Waker
Twelve seconds and one hundred and twenty feet. On their own and without additional context, neither figure stands out as particularly noteworthy or impressive - but in 1903 they represented a feat that would forever change human history.
For several years Orville and Wilbur Wright battled the complexities of gravity and aeronautics… but on that wind-swept day of December 17th, 1903 in the sand dunes of Kill Devil Hills, North Carolina, their dreams of flight were realized when Orville took to the air in their humble invention called The Wright Flyer for 12 seconds and traveling a distance of 120 feet. The historical moment marked the birth of powered, controlled flight and forever changed the trajectory of human travel.
As easy as it is for us to acknowledge their efforts and accomplishments today, it’s important to remember that at no point was their path to success assured. For years the two brothers faced uncertainty, self doubt, and significant setbacks.
Their story is truly one of persistence, tenacity, and grit in the face of the unknown. In a word - consistency was the code that ultimately unlocked the shackles of gravity, allowing man to take to the skies.
One does not have to look hard to find countless other examples of human endeavors that have served as inflection points in our evolution. In almost all cases you’ll find the common thread that serves as catalyst for accomplishment is mankind’s ability to achieve great things and overcome great challenges by putting the odds in their favor through
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sheer consistency.
There is no state of failure to be realized for the man or woman who simply refuses to quit and continually gets back up after falling down.
However, it is possible to attack one’s goals with the blunt force of consistency and yet remain stuck in place due to the decay of efficacy that applying old methodologies can bring. The fact is, what got us here, may not be what’s required to get us “there”.
New levels often require new approaches.
One of the best and fastest ways to uncover these advancements is through the removal of complexity. By reducing the amount of variables and moving parts - the weakest link of any system stands out like the beam from a lighthouse on a moonless night, helping navigate your attention to what needs it the most.
It’s a concept and process we use here at The Wealthy Consultant religiously - constantly seeking out what can be culled from the systems we use in every department and aspect of the client experience.
For example; here’s a simple but effective standard operating procedure (SOP). Whenever we add something new, the protocol is to also delete/remove something within that same system. This allows us to continually improve and optimize - without also adding to the operational load of our team or processes..
Over time and without monitoring - every business experiences bloat. More people, more processes, more tech, more.… every-
thing. This is common - but dangerous, and if left unchecked steadily weighs down the organization with unnecessary drag that reduces efficiency and ultimately profitability.
Which is why it’s so imperative to remember;
If consistency is a super power, complexity is kryptonite.
Simplicity reigns supreme when it comes to building anything truly significant. Which is why, in almost every case, when onboarding a new client to Chamber, our highest tier of consulting - we first go to great lengths to capture a clear and holistic picture of all the “moving parts” that are driving their business.
It’s quite common for Taylor and I to spend the first couple weeks with a client simply focusing on speeding up through reduction. Less team, reduced overhead, fewer programs… By doing so, profitability and efficiency begin to spike, shifting the operational physics that were once weighing them down and turning it into lift - allowing them to spread their wings and achieve new heights.
To your success and next level.
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Join us for a chat with Jason Portnoy, founder of JPORT Media and Amplify Consulting, where we talk multi-million dollar clothing brands, Facebook ads, business consulting, and everything in between.
DIGEST
EDITOR’S NOTE
When I heard Jason Portnoy was up for the spotlight interview this month I couldn’t help but get excited. Jason’s entrepreneurial journey is a solid testament to his resilience and success, forged under the guidance of some of the biggest names in marketing, coaching, and consulting.
His impact extends beyond business achievements, with features in radio, magazines, and newspapers recognizing him as a social media marketing and entrepreneurial thought leader. Regular contributions to prestigious publications such as Entrepreneur Magazine, Addicted2Success, Thrive Global, and The Good Men Project solidify his position as a respected industry commentator.
Jason wears multiple hats, including that of a podcast host where he engages with prominent names and leaders across industries, creating a knowledge hub that fosters growth for listeners in various facets of life and business.
Beyond the professional accolades, what strikes me about Jason is his genuine and down-to-earth demeanor. As a devoted husband and father, his family focus permeates every aspect of his life.
This authenticity adds a unique flavor to his educational style, making even the most intricate business insights feel accessible. Jason’s approachability is the secret sauce that makes success seem not just achievable but also relatable.
In our interview, we delve into the layers of Jason’s story, extracting valuable
insights that will resonate with readers of all experience levels. Get ready for a conversation that goes beyond the surface, offering a compelling exploration of entrepreneurship, mentorship, and success, as seen through Jason Portnoy’s experienced lens.
Tell us about your background and what inspired you to build the business that you have today?
Being a business owner and entrepreneur was never something I really thought about.
I actually thought I was going to be a lawyer. In fact, I got into law school twice (I got my degree in political sci-
ence)— but school was never my thing. I would consider myself “lost” after school. Watching all my friends build careers, it was easy for me to feel behind.
I took a job doing business development for a recruitment firm and, almost a year in, I had a dream that I created a slogan for a sports team and built a sports apparel store. Being rather impulsive, I quit my job the next day to start it.
Young and not knowing my way, I overpaid for a website and carried inventory of styles that I never sold.
I ran out of money and had to go back and take another job, but, a short way into it, I got mono for 3 months and
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while I was stuck in bed, I decided that if I was smarter and didn’t half ass things, I could build an apparel line. So in 2011 I relaunched using Shopify (one of the earlier stores to be on the platform) and began selling. I also reached out to Daymond John and was persistent enough on Twitter (a.k.a. annoying enough) to score a meeting with him that led to a 1-on-1 once per quarter and some mentorship. I grew the brand to be sold in over 250 locations (including Urban Outfitters), private labeled for professional sports teams, had my clothing worn by actors and pro-athletes and featured in TV shows and movies.
I loved the marketing and strategy side and right around that time, Facebook ads started to come out and I saw the incredible advantage and opportunity. However, I was “burned out” and not in love with the clothing brand anymore. I was doing consulting (free lunches) with people and my wife saw I was unhappy. She (lovingly) told me I need to figure my shit out. So I walked away from the clothing brand and started a
Facebook ad “Agency” . My first client went from $2,500/month to $300k/ month in revenue in under a year. From there, I built a good reputation and name in the space, with a seven figure agency that has managed over $50M in ad spend and generated hundreds of millions for our clients.
Understanding that most businesses (including some clients) lacked the foundations needed to grow, I decided to launch a “mastermind” / group coaching program where I showed people how to dominate their market.
Then last year, I went on our first family vacation, saw my kids faces light up and realized all I really wanted was to create more moments like this. Why build something if you’re unhappy? Why sacrifice the things that matter most now to hopefully one day enjoy them later? It sounded stupid. So I rebranded
the group coaching into a consulting and training company called AMPLIFY CONSULTING where we teach business owners how to grow their business around the life they want. Based on my 4M Framework - MIND, MARKETING, MONEY and MOMENTS, our mission is to “Build better businesses (& humans)” while showing our clients that it is THEIR business, THEIR life and THEIR rules.
Can you share a significant challenge you encountered early in your business development journey and how you overcame it?
The biggest challenge for me was that I was so wet behind the ears in every area of business. I had to learn numbers.
I remember early on, my brother-in-law (who runs a successful business) came over to help me map out and grow the clothing brand and he asked me questions around sales, margins, P&L, etc. I had no clue what he was saying. Now I look at those numbers every single day. The other challenge I had was I tried to do everything on my own. In the beginning you want to have your hands on everything but it is very hard to micromanage your way (or solely work your way) to scale.
But with almost every problem/challenge I ever had, I’m a big believer in investing in myself and paying my way to the answers. Who has done what I want to do and how can I reach out to them, even if I have to pay them? My time/energy is worth more to me than my money. Money is replenishable, my time is not. So why waste hours and hours trying to figure it out on my own? The second you realize that doing nothing or going at it alone is THE most expensive decision, the faster you move!
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How has your business evolved since its inception, and what key milestones have you achieved along the way?
Business is always evolving and as you grow you begin to figure out what you’re good at and where you should be spending your time. I always hire around my bottlenecks, and it’s because of that we reached 7 figures. Our agency, while it may not be the biggest, has outlasted a lot of my peers who started their own and even reached bigger milestones than me. It’s because I focused on foundations.
I am also fairly risk-averse (like I said, not a natural entrepreneur), so sometimes I move very slowly - deliberately. While this may have cost us a handful of early growth opportunities, it also kept me from running us into the ground with wreckless choices.
When it comes to your area of expertise - what do you feel is most surprising to clients when they first begin working with you?
Firstly, how much I care. I care so much about their success and my own reputation that sometimes I want it more for them than they want it for themselves.
Secondly, I think they are pleasantly surprised by my general knowledge and not just being a specialist. I have had so much exposure to different businesses and business leaders (whether through my podcast or coaches and mentors) that I have picked up on a lot of different topics that I can bring to help them with their growth or even change their way of thinking.
Could you highlight a particularly successful client engagement or project that showcases your business’s strengths?
For the agency, when Covid happened, we had a client who wanted to cancel our services. They were super dependent on retailers and with stores being shut down and online sales being minimal they were preparing for the potential to close up shop - felt they needed to cut expenses.
I understood that we were in a unicorn moment (attention on platform was going to be high with everyone home) and ad spend was going to be super cheap (because everyone else was going to cut spend thinking the same way as these guys). So I convinced them not to fire us but instead we would work for a percentage of revenue we brought in. Given that they were only doing around $30k per month, they jumped on the idea and we took them to $100k and then to $300k quickly (and profitably). In the first month and a half, they renegotiated the contract 3 times LOL!
From a Consulting side side, I helped strategically advise a local plumber on what they could do content-wise, and, using minimal ad spend, how they could generate massive awareness. Through my coaching they increased residential sales by over 50%
What are your long-term goals and vision for the future of your business?
Long term is I want an agency that only works with brands for long periods of time and I have no desire to build it into
a massive giant agency with thousands of employees. For the Amplify Consulting side… I want to help tens of thousands of business owners build the business and life that they want! To show them they can have both. To make better businesses AND humans — If we can build a business we love and are happy with and doesn’t suck our soul away… we can use that to become better humans by being a better parent, a better spouse or partner, a better son or daughter, a better friend, a better person for humanity. To enjoy the moments.
What advice would you offer to aspiring entrepreneurs looking to embark on a similar journey? Are there any valuable lessons you’ve learned that you’d like to pass on to the next generation of business leaders?
Know what you want. It’s literally the map. I meet with so many business owners that are successful but can’t grow or scale and plateau — when we drill down, it comes down to the fact that they do not know what they really want.
If you do not know what you want, then any direction (even the wrong one) will do. Also, if you do not know what you want and why you want it, you’ll be unwilling to pay the costs to get there.
The other thing is, ask for help. Everything good in my life has come from asking. Get help. Do not be too proud. Do not worry about “what if I get the help and it doesn’t work” … that is still better than not knowing what to do or (worse) doing nothing at all. That leads me to the ultimate cheat code: Have a coach.
Find out more about Jason and his businesses by going to jportnoy.com
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DIGEST
HOW TO STRUCTURE A
BY TAYLOR WELCH Chief Executive Officer The Wealthy Consultant
IHOW TO STRUCTURE A MASTERFUL OFFER
f you haven’t had a chance, you should pick up a copy of my book from last year “The Wealthy Consultant.”
It is still available for 99 cents when you go here: wealthyconsultant.com/99cents
Here is why: books are one of the 6 pieces of “demonstration” in our CODEX framework. What is the CODEX framework? I’m glad you asked.
To explain, I’ll share the backstory….
In 2015 I took my first “consulting” client. For ~8 months I had been building a freelance business — and I was booked solid. I had no idea what I was doing, but I was very good at writing marketing & advertising copy. The reason for this is simple: I was desperate.
If you’re not familiar with my backstory — it’s pretty basic:
• I worked at a church
• When my wife and I got married, we were very poor
• It’s impossible to share how poor we were — it was bad
• I put myself through college at night and taught myself business in the morning
• During the day I worked a day job in property management (real estate)
One day in 2014, my wife recommended I spend some time thinking about what I wanted our future to look like. She worked as a hair stylist at a salon and was not excited to be the main breadwinner. Plus, she could tell I wasn’t happy. Work was overwhelming, exhausting, and I had no vision.
So I bought some books. The problem was we didn’t have money for books,
so we had to skip a date night and reschedule an oil change because I spent our money on books. I made a promise (to myself and to her) that I would figure something out.
I started copying out sales letters by hand — hundreds of them.
Almost gave myself carpal tunnel. Here is the first sales letter I copied out:
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(my first “office” at the apartment we lived in after we got married)
It was written by a copywriter named Joe Karbo. I had stacks of yellow notebooks filled with handwritten copy. I’d copy them out, word for word — and in doing so I taught myself how the words flowed together. This is the “old fashioned” way to learn copy. On a call with a young student several months ago, he asked what he could do to improve his writing and I recommended this trick…
I told him to copy out my posts, emails,
and sales letters by hand.
It teaches the brain and the hand simultaneously. One of my old mentors Jay Abraham told me he would lay in his living room and write his sales letters out by hand every night. It sounds crazy, but it was effective. And I got good. I got very, very good. So when I started taking clients, the promotions worked, and they re-signed for future projects. Word got out, as it always does, and I
got booked.
In the summer of 2015 I was booked well into the Spring of 2024. These people were paying half upfront just to sit on a waiting list. One day, someone asked if they could pay me not to write their copy, but to learn how I created a waiting list. I accepted, and bam just like that: I was a CONSULTANT.
Many years, and thousands of clients, later — I perfected a system. The firm grew. And grew. And grew. A company called “Traffic and Funnels” was born, and it became the biggest consultancy in the online space, for a time. But it was not set up for durability. I thought the only way to grow a business was to get more clients. So that’s what I did. More. And more. And more. And more… until, eventually, it broke.
This story alone could make you millions of dollars if you peer behind the scenes and really observe the lessons. But I don’t want to force health on you so you’ll have to do your part in the digging. Lessons are only valuable if we pay for them; the ones we get for free are often repeated until we pay attention to them. The most valuable lessons I’ve received in business came from this season.
So let’s revisit a concept called the CODEX that is responsible for most of our growth here at the Wealthy Consultant.
CAVEAT: it’s important to build using models, not random “gut” instincts. If you think a certain way, or believe a certain way, write it down; test it; try and teach it (to your staff, your clients, your market, etc). Try to disprove it and, if you cannot, you likely have a model or a principle which can be used
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to duplicate your thinking across a team or a business.
The CODEX came from losing 4,000+ clients and seeing a $70+ million dollar empire slowly lose its edge. Everything you see post-2022 — the “overnight successes” that took 10+ years to build — is utilizing an assortment of models, not just “Taylor thought something.”
CODEX
There are three areas of your business (assuming you are in training, coaching, consulting, etc - some sort of information transfer business model):
• Attention
• Demonstration
• Monetization
Attention is how you get the lead. Demonstration is how you show the lead you’re worth continuing to pay
attention to and, eventually, worth giving their money to. Monetization is how you convert attention into revenue. No business survives without revenue or monetization. I know the world is gung ho on doing everything for free (or cheap) right now but life doesn’t work this way. Your life is not free. This letter is not free. My books are not free. I get paid astronomical fees to consult, teach, and create for businessess & partners. The fees are dwarfed by the value delivered in return, which is why it works.
The only way I am able to get smarter, sharper, and more effective over time is because I am paid well to do so. A business is only as good as its ability to steward customer funds to push more value back into the customers’ lives/ business etc.
Demonstration is perhaps the most important piece of the equation right now. When I wrote my book, I was
Qualify
not sure what would happen. I figured people would buy it and probably like it, but since it released we’ve been on the best seller list every day for half a year. We’ve sold tens of thousand of copies and are barely promoting it (actually we basically never promote it, we need to do better at that). And millions of dollars has found its way into our organizations as a result.
A book is 1 (of 6) on the demonstration level and 1 (of 4) on the monetization level. I’m not going to full-on TEACH the CODEX in this issue. It is, to be fair & honest, wildly above the paygrade this digest entitles you to. I’ve made millions (tens of millions) with this model and the next place & time I’ll be teaching this model is June 20-21, in Barcelona, with 40 or 50 clients and ticket holders.
Here is an exclusive sneak peak - just for my Digest readers:
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Recurring
Retain Purchase $1 $10 $1,000 $5,000 $10/mo $27/mo $99/mo $1,500/mo Loss leader Liquidate Profit Data Money Relationship Top Middle Bottom
If you’re interested in being there, visit our events section and RSVP.
WealthyConsultant.com/events
But specifically what I want to talk about now is part 3 of the Codex DEMONSTRATION level: books. In May, we are hosting a 2 day workshop all about writing & publishing your book. I am bringing in the publisher who handled my latest book (they’re also publishing all three of our books in 2024). You will show up with no book, and leave with a vetted table of contents & prompts (starters) for the chapters. We will cover publishing, editing, writing, etc.
Today I was on a podcast interview and the host asked me, “If you were starting with no clients or market — what would you do to get started?”
First and most important? I’d focus on my offer.
Speaking of offers, we have a program called “LaunchKit,” and it is fantastic. A friend of mine, who is one of the greatest speakers / educators I’ve ever met, recently endorsed it. For the record, we didn’t pay or ask for it, but Eli has bought & purchased everything online. Like all master communicators, he is a master student. There is a kindred spirit you develop with players at the top. We are all voracious learners. I love reading, studying, watching, listening — if I can pay you money to learn something versus having to experience loss & failure to learn it solo, count me in every time. Eli had this to say about LaunchKit:
I’ve blurred out the second comment to protect identity.
LaunchKit helps you create, test, validate, and monetize your offer. Trainers, consultants, and educators — if you have serious expertise to offer and are aspiring to turn that expertise into a series of programs, tools, frameworks & products for people to invest in, it’s a serious program for serious practitioners. Go here for more information.
Assuming you have a good offer, here is what I would do:
• Write a book
• Pair it with a good podcast
• Publish some sort of cyclical written content (newsletter, social, etc)
• Make offers in your cyclical content (both podcast & written)
If this is too much work for you, fear not: there are “easier” ways to start a business. But they’re all expedient — they’re built quickly at the risk of being durable.
I am not in the business of constantly needing “new clients.”
That is so boring. And exhuasting. I am in the business of building world-class ecosystems that create consistent, steady, dependable growth.
The CODEX gets even more fun, as it duplicates your “demonstration” assets from (1) book to (6) different pieces of material that all sell for you 24/7. A great business is great whether it’s recession or bull market; rainy or sunny; whether banks are lending or not lending, none of it should dethrone a great business built applying the CODEX.
If you want to put the first piece together, we’ll be writing books in May. Visit our events section on the site & put in an application.
See you in May!
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Want to hang with us in beautiful Barcelona this summer? On June 20 and 21, 2024, we’ll be taking our team overseas to hang with some of our top clients and talk all things CUSTOMER ACQUISITION. If you want to know how we write copy, build funnels that liquidate ad spend, run profitable campaigns, and produce thousands of customers, we’ll be covering it all in one of the most gorgeous cities on earth.
WealthyConsultant.com/Barcelona
Join our free private Facebook group, where we share insights, updates, and special promotions with a community of 3,000+ business owners!
WealthyConsultant.com/Group
HAVE SPECIFIC QUESTIONS ABOUT YOUR BUSINESS OR ABOUT OUR MODELS?
(615) 695-2490
We have highly skilled team members waiting to answer your questions!
15 THE WEALTHY CONSULTANT DIGEST
THE WEALTHY CONSULTANT GET MORE FROM
Wisdom for Dreamers from Arnold Schwarzenegger
BY LUKE RESEBURG
Business Administrator at The Arena
DIGEST
When you talk about your dreams with others, what feelings come up? Do you play it safe and tell them about your S.M.A.R.T. goals? Or are you excited to see their reaction when you unveil your audacious vision?
I used to play it safe. I masked my insecurity, fear, & lack of confidence with the label “being safe”. I thought it must be easy for Arnold Scwarzenegger to dream big because he is a movie star. The harsh truth is I didn’t know about his journey and what he overcame until I read his book, “Be Useful.” Reading his story challenged me to dream bigger and go make my vision a reality.
I have made courageous decisions to follow my vision in the past. Reading Arnold’s story pushed me to think bigger. We can follow the crowd, play it safe, and be normal. Or we can answer the call of our God-given dreams, decide to follow the vision and commit to make it real.
Since you are reading this, I suspect that you have the same call. You are called to change the world. You were designed with a unique purpose for you, your family and your business. In his book “Be Useful” Arnold showed me a completely different way to look at and use my vision.
LESSON ONE:
Clear & Constant Vision - “Because everything good, all great change, starts with a clear vision. Vision is the most important thing. Vision is purpose and meaning. To have a clear vision is to have a picture of what you want your life to look like and a plan for how to get there.”
Stephen Covey’s advice is to, “Begin with the end in mind.”
Most advice around vision involves a board filled with people to model success from, objects to obtain, or experiences to achieve. Those are destinations. To Arnold, a vision is more than a destination, it is a tool used each moment of the journey.
Visions would routinely pop into his mind in vivid detail. He was bold enough to believe he could achieve what he saw. As a boy in Austria, he was enraptured walking down the street by a poster for the movie Hercules. The star, Reg Park, was a famous British bodybuilder who was a rags to riches story. Seeing this poster gave Arnold all the permission he needed to become the man we know today. That is the power of a vision.
good or bad for you, based on whether it gets you closer or further away from where you want your life to go.”
Last year, I achieved one of my wild dreams because I stepped out in faith when the opportunity arose. Looking back, my vision was pretty modest but I went as far as I could see at that time. When we manifest a vision, it gives us permission and confidence to keep dreaming.
Arnold embodies massive vision. He won more bodybuilding competitions than I can count. Then he dreamt bigger to be the biggest actor. After starring in the biggest movies, he saw a vision of him being governor of California. These weren’t wishes, but a soon to be reality that he held in mind at all times.
“That is what a clear vision gives you: a way to decipher whether a decision is
The purpose of a vision is that we can measure the current moment in reality with our future ideal and decide to do the thing that makes the future clearer and closer. Clear decisions stem from a clear vision.
LESSON TWO:
Failure is Good Feedback - “Failure is the beginning of measurable success. It is a progress report on the path to purpose. It shows you how far you’ve come. Learn and evolve to become better than ever.”
The fear of failure has stolen plenty of my energy, joy and time. I used to think failure was an undesirable result. As high achievers, we desire success, right? Arnold’s view is different because he
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wasn’t raised in a cubicle, he grew up in a gym. The first sign we are increasing strength and capacity is when our muscles begin to fail.
It can be common to fear failure, but you are not common. Failure is a sign that we are making progress toward our vision. I now am grateful for the feedback that is failure.
But isn’t failure risky?
LESSON THREE
Risk Is Relative - “Risk. in my opinion isn’t real. It’s not something you can hold on to or count on. No two people have the same definition for it. It’s a moving target. It’s made up. A perception.”
Risk is a calculation of success vs. failure. Downside vs upside. If we can calculate the downside that means our upside is not big enough. When we consider that our upside is our dreams and vision, even though it might be risky, it can still be very worth it.
Arnold so poetically states “... at some point you have to be willing to reach for the brass ring and not give a f*** about risk anymore.”
At the end of the day, failure brings us one step closer to our result, only now we are a bit wiser when we get back to work. That is what is called progress. Where is the risk in that?
A few weeks ago I was presented with a ministry opportunity. The requirements and description for it were my biography. I am a perfect fit
for it. It was an opportunity that just makes sense to do. After prayerful consideration I had decided to pass. I had to speak to a spiritual mentor about passing up the opportunity.
I explained to him, if I just “do the math”, it makes sense for me to do. But I don’t feel like it’s for me. It wasn’t in my vision. He put one hand on my shoulder and looked me in the eye and said, “You aren’t here to do math. Do what’s in your heart.” In that moment, I knew for certain that the right thing to do is to do what is in my heart, my dreams & my vision. Not just do what makes sense.
I want to encourage you as you read this. Follow your vision. Failure and risk are part of the equation. But remember, you aren’t here “to do math”. World changers do more than what makes sense. Do what’s in your heart. When you have a vision for your life, your family, your business, and destiny, there is nothing that you can put on the other side of the scale that outweighs your vision.
Lastly, go read Be Useful and let Arnold speak courage into your situation like he did for me.
ARE YOU A PART OF “THE ARENA?”
The book review you just read was written by Luke, who is our Business Administrator for The Arena, a weekly mastermind for those who are hungry to make the most of their most valuable asset...
Their MINDS.
Each week we break down lessons from the lives of some of the most famous thought leaders in world history. Then we take it one step further and apply it to our lives and businesses.
If you want in, scan the QR code below, or visit wealthyconsultant.com/arena
18 THE WEALTHY CONSULTANT DIGEST
DIGEST
ENGINEERING HAPPINESS
CREATING AN EXCEPTIONAL EXPERIENCE
We just released a brand new book called “The Exceptional Experience: Building a Business Your Customers Will Love.”
Written by our very own editor-in-chief and Client Services Director, Mike Walker, this book tackles the nuts and bolts of crafting a magical customer experience that will keep your top clients coming back for more! In celebration of the release, we’re sharing a free chapter with our Digest readers.
Ultimately, Client Services is responsible for delivering on the Sales promise— which starts at onboarding.
The onboarding phase can be marked by the receipt of a purchased product, the start of a service, or an initial kickoff meeting to get things rolling.
The customer is excited to get started but somewhat anxious about whether everything will go as promised. If you don’t start things off on the right foot, it will be hard to overcome that first impression. Setting the right tone during onboarding is paramount, as the initial impression can have a lasting impact.
A strong start can set the stage for a productive and harmonious long-term relationship.
Onboarding is one of the most important phases in a customer’s life cycle. This is where trust and expectations are highest, and this is the time to show that you can live up to those claims.
Brain science teaches us that even if a prospect knows, loves, and believes in a company’s offerings, fear, doubt, and uncertainty will plague their thoughts after they become a customer.
In most organizations, new customer onboarding and experience are not consciously designed, logically structured, or consistently executed in a way that meaningfully contributes to the
customer’s emotional journey.
Businesses are often structured around customer acquisition, not customer exeprience.
It is essential to recognize that, in most cases, the onboarding process itself provides minimal value to the customer concerning their true objectives. Therefore, swift and efficient onboarding is crucial, enabling a swift shift towards “time to value” and achieving tangible, positive outcomes sought by the customer.
From the company’s perspective, the onboarding process might seem straightforward and easy to follow. Nevertheless, the customer is still adapting to the new partnership, creating a significant disparity between the company’s expectations and the customer’s sentiments. To bridge this gap effectively, it is imperative to eliminate any perceived or actual barriers, no matter how seem-
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OURFREECHAPTEROFBRANDNEWBOOK! WHICH ISAVAILABLE NOWONAMAZON
ingly minor they may be, and ensure that customers can readily engage with the product or service they’ve acquired right from the outset. Simplifying the process is key to a successful onboarding experience.
The 5 Pillars of Successful Onboarding
• Seemless handover from Sales.
• Clearly defined client goals.
• A well-defined process that is intuitive and frictionless.
• Clear communication
• Time-To-Value
A subpar onboarding experience can be likened to a runner stumbling at the starting line of a race. It sets the tone for the entire journey, turning it into a relentless pursuit of catching up, rather than a seamless display of leadership. Therefore, getting the onboarding process right from the beginning is crucial.
For Client Services, one of the initial priorities is to identify and establish a clear first target or goal for the client. Typically, we place our focus on the
client’s first 30-day objective. Without a well-defined and mutually agreed-upon goal, we lose the ability to measure the time it takes for the client to derive value from our services and ensure a sense of continuous progress.
When customers start reaping benefits right from the outset, they are less likely to explore alternatives. In essence, customers tend to leave when they do not perceive value in what they are receiving. Ensuring that the customer’s experience remains smooth and effortless is of utmost importance throughout their journey, with particular emphasis during the onboarding process. If the
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VISUAL EXAMPLE
Triggering Event Payment Collected/Deal Closed Email 1 Welcome From Taylor Email 2 “Next Steps” From Mike w/ Link to Onboarding Mini Course CSM Welcome Call Onboarding Mini Course Module 1 Module 2 Module 3 Module 4 Module 5 Module 6 Onboarding Survey Onboarding Call
Chamber Onboarding
onboarding process proves to be excessively complicated and burdensome, there’s a risk of losing the customer before they even begin engaging with our product or service.
It is vital to maintain clear and consistent communication between the client and the Customer Success Manager (CSM) to create an exceptional onboarding experience. Defining the expected frequency of emails and calls helps the new customer prepare for these touchpoints in advance.
The period of silence between the purchase decision and the actual delivery of the product or service exacerbates the problem, as it allows self-doubt to creep in. By counteracting this doubt with a series of positive, high-energy communications that reaffirm the customer’s decision, we can create a more reassuring experience. Regular communication tied to significant milestones in the onboarding process eliminates uncertainties. This approach ensures that there are no periods of ambiguity, and the customer always remains informed about their progress in the process. This knowledge fosters a sense of satisfaction, knowing that we are actively working on their behalf.
Onboarding Calls
• Ask questions and really listen to your client’s answers.
• Identify where the hurdles are and potential potholes where they could get stuck.
• Decide whether the client requires high touch or low touch cadence.
• Do whatever you can to fully
understand your customer’s vision of the future. Educate yourself on everything related to your customer in order to help them solve their problems. This is where having clearly articulated Ideal Client Profiles (ICPs) is so critical.
Professional Insights:
Reaching out with a thank-you call within a day of purchase sets your brand apart from most businesses. This call is a chance to acknowledge the customer’s purchase, express gratitude for their trust, and address any questions they may have. Leaving a brief, enthusiastic voicemail is also a great way to make a positive impression.
Think ahead and identify potential sources of negative emotions for your customers, such as anxiety, uncertainty, or frustration. Then, find ways to proactively address these issues before the customer needs assistance. Put yourself in the shoes of someone completely unfamiliar with your product or service. Is the experience easy to navigate? Are the steps in the process clear? Consider the habits of business visionaries like Tom Monaghan, the founder of Domino’s Pizza, and Sam Walton. Monaghan, when traveling, would explore local phone books and order pizza from nearby pizzerias to learn from them. On the other hand, Walton visited Kmart stores during his travels, taking meticulous notes and talking to both customers and employees to identify areas of improvement for Walmart. These examples remind us that our competitors can be valuable sources of learning and improvement rather than just threats to be wary of.
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