Less Friction, Shorter Sales Cycles & More Customers

Customer Lifecycle Automation – less Friction, Shorter Sales Cycles, More Customers

SUMMARY KEYWORDS

process, customer lifecycle, customer, customer acquisition, lead generation, engagement, business, outreach, engage, online, communicate, automation, contacts, nature, familiarity, leads, order, offers, regular basis, creating, customer lifecycle automation,

SPEAKERS: Jesse Razo

00:13 – Intro to Customer Lifecycle Automation

Hey guys, Jesse razo here. Once again, I got another quick training for you. Today, I’m going to talk with you in detail about customer lifecycle automation. And, it’s the process of gauging contacts all the way along your customer lifecycle to increase engagement. And, shorten sales cycles and hopefully increase revenue across your organization. For those of you that don’t know me, my name is Jesse Razo. And, I’m the lead designer at razorsharpnetworks. So, for the past 10 plus years, we’ve been helping small and medium sized businesses engage more contacts online. And, we’re leveraging digital assets in order to grow their organizations. Today, I’ve got a special treat for you. I’m going to talk with you about customer lifecycle automation.

00:55 – How to Reduce Friction in Your Sales Cycle

Actually, I’m in the process of pitching new client. And, I’m going through the framework that we’ve been utilizing for the last several years. It’s a framework which helps us organize our efforts with our client engagements. Inevitably, our goal is to reduce the amount of friction that we have when it comes to our sales cycle. And, the way to do that is by creating familiarity with your product, processes, company, brand, and things like that. Familiarity gives people a sense of comfort. Of course, that level of comfort. And, the higher the level of comfort, the more likely they are to do business with you. So, you want to have multiple touch-points all the way along the sales process. And, even before they fill out your web forms give them the opportunity to engage with your brand.

01:47 – Get Started with Customer Lifecycle Automation

Then, I really understand what it is that you do as an organization. And, a great way to do that is to follow our media plan and our media plan blueprint. So, we encourage all of our clients in order to originate content on a daily basis. It’s something that we practice on a regular basis. And, we have them kind of document the process of their business. Or, we have somebody within the organization as a champion of this curse or process. Then, document the work that they do, the customers that they served. And get more reviews and things of that nature. Also, create more content in order to attract their dream customer. So, we have an entire media plan and a framework that we follow on a regular basis. And, we give that to each one of our clients.

Then, it’s something that is proven very successful in HR in regards to creating familiarity with who you are. And, what it is that you do. If you are not aware or you don’t have a media plan, go ahead and leave a comment. Or, jump over to our website and engage with our chat bot. Then, get a copy of our media planning blueprint. This is one of the things that have been paid the highest amount of dividends. And, it’s in regards to the amount of time versus the amount of effort. Because all you have to do is document your journey and your process as an organization. And, communicate your success stories so that you can utilize them and replicate them over time.

03:22 – Why Is Lifecycle Automation Valuable to Your Business

You can utilize them to promote and market your product, and replicate those success stories over time. Because you can communicate how great your products and services are all day long. But, when your customers start to communicate, that becomes a very powerful marketing channel for your business. Again, leave a comment or jump over to our website and engage with a chat bot. And, we’ll get you a copy of our media planning blueprint. Today, what I want to talk with you about is customer lifecycle automation. And, it’s in the process of systematically tracking your customers all the way through the lifecycle. From initial engagement regardless of where that comes in from social media outreach. Or, an organic outreach whether you’re doing paid advertising.

Maybe, you’re doing direct message outreach through a social media channel. And, you’re originating interest into what it is that you do. You’re advertising your products and services making it known to the world. And, you’re starting to work contacts through your sales funnel.

04:29 – Lead Generation Automation

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Now, this would be part of the lead generation process. And, we break this up into three areas as far as lead generation from customer lifecycle automation.

04:43 – Step 1 – Targeting

One is the targeting a clearly defined what we call a dream customer or avatar or something like that. And, it’s incredibly important and make sure that you’re communicating to a specific person. The more specific you can get your communication, the easier it is. And, a lot of people talk about this in regards to creating a category. Or, getting niche or micro niche down on which it is that you want to target. And, this can be very effective, because it does narrow your scope, and reduces operational drag. Also, it reduces your cost to market. It’s because it’s easy to communicate to a small segment of the market than to communicate to the entire population. It’s just from a cost standpoint. So, the first step is targeting and understanding who that dream customer is. And it’s part of your lead generation process.

05:30 – Step 2 – Attracting

Now, once you know who that dream customer, make sure that you understand what their challenges or pain points are. And, you can articulate their pain better than they can understand it. Meaning, you can communicate that pain to them. And, back to them from a place of empathy in a way that they understand it. Then, you’re going to win every single time. So, make sure that you’re able to articulate their pain. And, I really understand what their desired outcome is. This is the process of attracting those customers being able to formulate a message. Then, have conversations with real people about real challenges. And, how you’re going to solve those challenges for them?

So, a simple outline can be very effective in this in regards to your marketing strategy. Make sure that you can clearly articulate the challenge that they’re facing. So, in that way, you can attract your avatar, your dream customer or, your ideal customer.

06:39 – Step 3 – Capturing Leads

Next, how are you going to capture those? What’s the process of capturing that lead? Are you going to direct them to a lead magnet online? Are you doing a manual outreach with social media direct messaging or something of that nature? Or, you opting them in via web form. Or, it’s a lead collect form on Facebook, Instagram, LinkedIn, Google or any of the other channels out there. There’s a lot of ways that you can capture that lead. But, what you want to be focused on is gathering. Or, reducing the amount of friction associated with giving that information. And, you’re building as much value as you possibly can in the prospective customers mind or in the leads mind. What that’ll do is, this is an exchange of information. When you capture that lead, you’re going to give them something in return.

Meaning, I want your contact information, what can I give you in return for that contact information? If I can create a tremendous amount of value in your mind, then you’re willingly giving me your contact information. And, the more value that I can create with that lead capture, the more information you’ll give me. Generally, we do this on the front end with either email first name so that you can personalize communication. If you are a little bit more advanced in regards to your marketing outreach. Then, you might do email, first name and cell phone number so that you can do outreach via email. And also text message and personalize that communication.

08:13 – Customer Acquisition Automation

Also, you might opt them into your digital advertising. And, put them in a custom audience or something like that. Then, you can start to do additional outreaches to them through your sales process. So, that’s an incredibly important part of the process. It’s really kind of understanding what that capture looks like. And, then where you’re going to be doing initial outreach for them. Now, once you’ve got the lead generation process built out, and you’re actually either booking appointments on your calendar. Or, you’ve got a clearly defined lead capture process. Some really good lead magnets out there and you’re actually originating leads on a regular basis. Then, you can move on to the sales process. And we call this customer acquisition. The customer acquisition has to do with what are you going to do with that contact?

09:03 – Step 1 – Engage

And the first stage of customer acquisition in our customer lifecycle automation would be engagement, right. So, how are we going to engage this contact and get them familiar with the brand and the business? Maybe, start providing them some free resources, So that, they can develop a sense of familiarity with what it is that you do. Or, maybe they get indoctrinated into your philosophies of how you approach the market and things of this nature. So, that’s all part of the engagement process. And, you need to have a clearly defined engagement process that ranges across multiple channels. This might be email, text message, digital advertising and putting them into custom audiences and things of that nature.

09:46 – Segmenting

Now, segment those contacts so that it’s really easy to engage with them along that process. And, you know where they’re at in the process. Then, make sure that you have a really defined frequency. And follow up campaign in order to nurture them on a regular basis. Again, keep in mind that this is a very high level approach. And, if you’d like to get access to our entire funnel, kind of written out or something like that. Or, not the entire funnel the front end of the funnel, which would be lead generation. There’s an entire process that’s been mapped out and documented in regards to that. Also, the customer acquisition process, that’s been documented as well so that we can provide that to you.

And, I really give you a leg up when it comes to building out your funnels. Just let me know, leave a comment in this video. Or, jump over to our website and engage with our Chat-bot. And you’ll be able to get information on lead generation customer acquisition or custom customer engagement. So that, the actual engagement process should be part of the nurture process. And, it should be getting people familiar with your brand, your philosophies and things of that nature. Then, maybe provide them some additional value. So, it’s all about giving at this point, as far as the engagement goes. And, how it is that you do give. It’s really based off of your target and your dream customer, that avatar that you’re communicating with.

11:20 – Step 2 – Offer

Again, if you keep it incredibly narrow, you can get very specific about: How it is that you solve the challenges that they are facing, when it comes to their business? After that, you can start to put offers in front of them. And, there’s a lot of different ways that you can structure your offers. We have an entire training in regards to how to develop really powerful no brainier offers in the marketplace. Where, people feel like they’re getting a tremendous amount of value in regards to those offers. But, build those offers up. So, you can reduce the amount of friction associated with doing business with you, that very first time.

12:05 –Step 3 – Close

Lastly, the closing process where it takes place it’s entirely up to the type of business that you have. And, the ticket value of what it is that you’re closing. Very small ticket items can definitely be closed online. We do this on a regular basis with some of our low end software applications and services. And, a technical aspect of what it is that we do. Generally, it happens online in regards to software subscriptions and things of that nature. So, when you get into more custom development, tools, strategy, training and things of that nature. that are a little bit higher ticket items. Generally, we move them to a phone call and we do a proposal. And then we put that in their hands and then work on the clothes at that point.

12:51 – Customer Engagement Automation

So, from a customer acquisition standpoint, closing is the final step of that. Then, what happens at that point is we really go to work with our clients. Not only on product delivery which is incredibly important and should be something that you’re focused on. But also on the customer, what we call customer engagement or re engagement process. Because, we like to make sure that we’re tracking our customer success. And, all the way through the product delivery process that we’re selling for reviews. The three R’s: reviews, referrals, and repeat business. And because of the amount of time that customers work with us generally for years. We want to make sure that we’re checking in with them on a regular basis. Therefore, we can reduce the amount of attrition and turnover.

Then, make sure that those customers are incredibly sticky. And, they’ll continue to spend business with us for a long period of time. Vast majority of our customers are on continuity programs. So we want to make sure that they are happy and satisfied and getting a tremendous amount of value out of those programs. And, that re-engagement is an incredibly important part of our customer lifecycle automation.

14:05 – A recap of our Customer Lifecycle Automation Framework

So, in case you didn’t get that or you want to take notes in regards to customer lifecycle automation. And, it’s the framework that we utilize in order to organize the process for our company and our clients. It starts off with lead generation focused on targeting, attracting and capturing leads. Then, we move on to customer acquisition in which includes engaging those leads. And it’s creating offers, no brainier offers and closing those leads either online or offline. Lastly, customer re-engagement, which is the selling for the three R’s, reviews, referrals, and repeat business. We just rinse and repeat this cycle over and over again with ourselves. And, with our clients also that are engaged with us in regards to getting strategy. Or, we’re deploying software and tools to help them reduce the amount of friction in their sales process.

And, increase the amount of conversations and engagements they have with prospective customers. So if you have any questions go ahead and leave that in the comments. Jump over to our website and we have a really nice chat widget on the site. And, that,ll gives you an opportunity to engage with our business wherever it is that you’re at in your business. Our goal is to inevitably make it as easy as possible. And, reduce the amount of friction that you have and people or contacts have, with doing business with your company. So, we can increase revenue, growth and inevitably help you build out a business and brand that you’re proud of. And, that’s all I have for you today in regards to customer lifecycle automation.

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