When we go into businesses and we look at customer journeys is not conditioning our customers to quit, but conditioning them to complete and then escalate up a value ladder or towards something.
Don’t give your Customers a Reason to leave
Focus on one of the biggest that moves the needle. When we go into businesses and we look at customer journeys is not conditioning our customers to quit, but conditioning them to complete and then escalate up a value ladder or towards something.
Let’s use lead magnet as example. And so we know that there looking for something and then we get their email. And then instead of having the patience or the intention to design that customer journey to complete that what normally happens is we end up distracting them again. We want them to finish a list of tasks, , but then instead of them watching it, we immediately go sell them. And then they buy our course and then we get upset that they’re not completing our course or that they’re having issues with the course.
But when you think about it before they even paid, they never completed what it was that was promised. They were all put in, they weren’t held accountable or customer journey wasn’t created. So they have a conditioned behavior that when it comes to your stuff, that they don’t have to complete it. They might buy it and buy it, and then it becomes shelf help. And it has an experience on you versus if somebody comes into accomplish something in seven days and you help them accomplish it and then make them an offer at the seven day mark, they’re more likely to complete.
The next thing or what they buy or to implement what it is that you’re teaching them or what it is that you’re selling them. Because that’s been the paradigm the entire time. When we relate to our customers, we are setting the context of the relationship from the moment they meet us all the way until they are gone. And if we’re conditioning them over and over Hey. Leave me a comment. I’ll send you this thing. And then we never follow up that they implement it, that they listened to it, that they use it even with an automated customer journey. Then the moment we have the next thing they’ll get it, the next thing. But then the moment we buy something or sell something, we can’t get upset that they don’t buy because they’re used to getting free things or that they buy. And then they come to you and say, Hey, it didn’t work. Hey, it didn’t work. I bought it. It didn’t work. It didn’t work when the entire context of the relationship was. We’re not going to hold you accountable. We’re not going to create this journey for you. And I’ve said it before, and I’ll say it again. People don’t buy the best product. They buy the best relationship. And when somebody pays for something, they are looking for access and accountability.
But when somebody chooses to buy, when somebody chooses to use their email or their credit card to get into a relationship with you, they are also expecting you to help them implement, not do it for them, but help them implement. And so if somebody buys your product and three days before, or three days after they buy your product, like a physical product, you sell them another one and they haven’t even received the first one in the mail. You’re conditioning of behavior. That’s going to have long tail consequences, two months, three months, four months when they have too much product to use, they never used it in the first place. And so when I say don’t condition your customers to quit. You have to think about the journey that you’re designing for your customers. And I think in my opinion, the worst thing that can happen in a customer journey is that we give somebody a backdoor and we know if you give somebody three options, they choose none. We know that if somebody is in the middle of an experience, if you interrupt them, they’re never coming back.
When somebody is in the middle of a fulfillment sequence because they bought your product or in the middle of an indoctrination sequence, you’re fulfilling on your lead magnet. If you interrupt that journey and give them a back door, they’re never coming back and that behavior will be repeated and repeated. So do not condition your customers to quit. Create customer journeys at every ounce of the way, and then condition your customers to complete so they can keep winning, keep progressing and keep growing with you instead of away from you.