Strategic Customer Onboarding: The Key To Exponential
“Real businesses use onboarding to create happy customers who tell the world about the business.”
- Rich Schefren, million-dollar Marketer, Founder Strategic Profits
Customer onboarding is all about crafting your customer's experience... and getting them to take the actions they need to achieve their goals or solve their problems.
Successful onboarding is about framing ideas so people "buy in" to the solution you offer.
Several years ago, Rich Schefren built three successful multi-million dollar businesses.
The first business was his family’s struggling clothing store.
Rich turned that business into Soho’s hottest eclectic clothing boutique. Celebrities like Prince and Uma Thurman were loyal customers.
The business had revenue growth from $1.5 to over $7.5 million in three years.
Rich then invested $7500 to create a hypnosis center. Within 4 years he had multiple locations generating over 13.5 million dollars a year.
After that Rich took his marketing ideas and put them to work in an information product business. Over the next 2 years he generated over $4 million in revenue.
Key to Rich's success was a strategic onboarding process base on three core principles.
3 Principal Goals Laid The Foundation for Successful Onboarding.
Rich discovered three principle goals underlying profitable onboarding. Applying these objectives created his delighted customers and multi-million-dollar business success three times.
For the sake of brevity, I’ll only use the clothing store to show how he applied the principles.
Principal #1: Confirm They Made A Great Decision To Purchase.
One of the ugly truths about sales is the background narrative that goes on in a customer’s head when they buy.
Even though you’re solving their problem, a fear sets in that they may have made a decision they’ll end up regretting.
Especially if your solution has a high-dollar price tag.
A strategic onboarding process ensures the buyer gets over their worries and fears. And reassures them they made the right decision.
Rich’s clothing store was well-known because it was unique.
The store was often featured in top fashion magazines around the world.
Famous designers and celebrities shopped at the store.
There was always new merchandise coming into the store. Anyone returning to the store, even in a matter of days, would find something new.
All the music played in the store was original and produced in a sound studio at the back of the store.
The sales people were trained to talk about the rare characteristics of the store.
With every interaction, patrons were taught how to think about the store.
Their experience was framed in a specific way. So they had a story to tell everyone about the distinctiveness of shopping there.
This confirmed in their minds they made a great decision to buy clothing there.
Principal #2: Isolate And Solve The Problem.
As a business owner, the one question you need to answer is this:
What problem do you solve?
Because the fact is every business’s goal is to solve someone’s problem.
Your offering solves problems.
It doesn’t matter if you offer a product, a service or information that transforms lives.
Getting down to your customer’s true problem helps you meet them where they are.
Knowing the problem you solve helps you create irresistible offers.
When Rich ran the clothing store, the problem he solved was not just providing clothing to people.
If he had simply focused on that he would have been just like any other clothing store. He would not have been so wildly successful.
Instead, he found what people (usually women) really wanted was to be unique in what they wore. A lot of people don’t want to show up somewhere wearing the same thing as someone else.
His solution? Introduce new brands. Provide remarkable new and used clothing sourced from around the world.
Then he created an interesting repeatable story around every item of clothing. Doing this made the clothing even more distinctive in the eyes of the customer.
People were able to combine clothing to create their own exclusive looks. They bought with certainty that no one else was going to show up wearing the same thing.
Principle #3: Controlling The Next Step.
The third principle is about giving your customer the next step.
What’s the next step they need to take to get the result or outcome they want?
Knowing the answer allows you to tell them what to do next. And point them in the direction of the most likely to succeed solution you provide.
The sales people in Rich’s store always knew the details of what was new in the store. So they could suggest options to satisfy the needs of returning customers.
They always had a next step for the customer to engage in.
Now you know the revenue generating power of a strategic onboarding process to grow your business.
You may be wondering: "What’s the most effective way to implement an onboarding process in an online world?"
A strategically crafted welcome email sequence is the answer.
Your Welcome Email Sequence: The Engine Driving Your Onboarding To Success
A welcome email series is the engine which drives the onboarding process by:
- Reaffirming they made a good decision to buy.
- Educating about your company to teach them how they should be thinking about you.
- Creating a bond with your ideal customer and prospect.
- Giving them direction for the next step they need to take on their journey to solve their problem.
- Solving their problems by getting them to buy your products or services.
What A Welcome Email Sequence Looks Like
In my previous article “What’s The Email With The Highest Open Rate?” I went into detail about the crucial elements of a welcome email sequence.
So I’ll just give a summary of key points here.
The first email in the welcome sequence should talk about the benefits of what they got, whether it was a product or a lead magnet.
Send it right away.
Make the email sound like a text from a friend.
Important element to include in the first email is the company origin story.
Storytelling is key here.
Subsequent emails, preferably sent daily, should include:
- How your company differentiates from the competition.
- Your unique selling proposition – what makes your product special or different.
- Unpacking more details about the company’s mission to build the relationship with the customer.
- Testimonials and demonstration of the product or service.
- Frequently asked questions or answers to common objections.
- Case studies.
- Special offers.
- Lots of benefits. Include details about each benefit.
- How the product enriches or transforms the life of the customer.
Always include a call to action in each email to train your prospect or customer to engage with you.
A call to action doesn’t always have to be buying something.
It could be downloading a PDF for more information about next steps.
Or responding to questions about their experience with your product or service.
Always have something they can do to continue their engagement with you.
Remember... the more connected your customer feels because of your onboarding process, the more likely they will turn into happy customers who exponentially grow your business.
Want help creating a Welcome Sequence to increase the bond with your customer - and boost your sales?
Get Your Welcome Email Sequence
A series of 5-7 emails, sent daily in sequence when someone opts into your list for a lead magnet or buys your product.
Click on the red button below.
A new window will open up.
Fill out the short form and hit submit
I will review your information and respond within one business day.
What's The Email With The Highest Open Rate?
The Biggest Mistake To Avoid... And 2 Obstacles Which Destroy The Power Of Email Marketing
Tips For Building A Quality Email List
Hi, I'm Carmen Baynham, a Nurse Practitioner turned Copywriter | Marketing Consultant.
I help visionary entrepreneurs & hero professional service providers get more leads, boost sales, & build a community of loyal customers using strategic marketing & email automation.
"Selling doesn’t have to be a constant pitch full of scarcity and sleazy tactics in order to get someone to buy something."