Breaking Down The Real-Life Principles That Matter To Help You Join The 4% Of Businesses That Make The Leap To 7-Figures
MANAGEMENT • 9 MIN READ
How To Create Raving Fans With World-Class Fulfillment
If you ask almost any six-figure entrepreneur how to double their business as fast as possible, they’ll probably start telling you about marketing tactics and ideas. But what about fulfillment?
What if I told you it’s better to save marketing for last?
Since working with entrepreneurs from different industries and all over the world—and helping our clients grow by over $255 million in the last three years—I’ve learned that…
Growth begins in fulfillment
Done right, improving fulfillment makes everything else easier and possible. This little secret resolves many of the issues six-figure businesses face. When you create best-in-class fulfillment, you:
- Make raving fan clients.
- Raving fan clients buy more from you.
- They tell their friends and share about you (your best form of marketing).
- Those happy clients (and their referrals) are easier and better to work with, and become more successful more often.
- You get out of the weeds and don’t get pulled in to fix issues all of the time, so you can continue to focus on growth.
- You can also handle more clients as you grow.
- Your team is less stressed and making a bigger impact.
- Your profitability goes through the roof.
- Your average client LTV rises, so you can reinvest more back into the business.
It’s this crazy compound effect that all starts with world-class fulfillment!
Most entrepreneurs think that their products are great. But are you making truly raving fans? Are they sending you referrals left and right? If not, you have an opportunity to improve your fulfillment.
Done right, great fulfillment creates this ‘organic viral loop’—driving more leads and repeat business, more consistently, and on autopilot. It’s the best form of marketing you can have!
This one variable that most ignore brings an exponential impact across everything you do. You create a much healthier, stronger, more sustainable and scalable business, a happier team, and way less stress.
Odds are that you’re good at what you do. But I challenge you to make this a focus and take the next step. If you become truly world-class at what you do, you’ll dominate any and every niche you go into.
Get this wrong, and you’ll be constantly muscling growth. Get fulfillment right and anything is possible. You choose.
Now, one of the major benefits of doing this: with one simple lever you can drive 2-3X revenue… and even more growth in your profits!
Whether you’re at $200k per year—or $500k, $5 million, or somewhere in between—here’s a lesson I never want you to forget:
One of your best growth levers—something that will make your life way better and your bank account way fuller—is to maximize the lifetime value (LTV) of a customer.
If a customer buys from you one time for $1,000, then their LTV is $1,000.
If they buy one product from you for $1,000, and another service for $200 per month for six months, then their LTV is $2,200 ($1,000 + 6 x $200). Same customer, just a lot more revenue.
One of the hardest and most expensive things in business is to get new customers. So when you do, keep them!
With this one lever alone, you can dramatically grow your business.
There are four key ways to impact your LTV:
- Raise your prices (or go higher-end)
- Sell your customers more new stuff (cross-sell or upsell)
- Sell your customers more of the same stuff (and keep them longer!)
- Adjust your business model, the structure of how you get paid, and/or offerings
Oftentimes, we’ll do a combination of these to drive higher LTV. This is such an important key to growth that we address this on day one with all new clients.
Most of the time, it only takes a couple of simple tweaks to multiply their customers’ LTV by two to four times. This way, we don’t even have to talk about going out and finding new customers, spending money on advertising, or doing much more work. With one simple lever you can 2-4x your business!
The power of this can’t be underestimated.
Remember: one of the most expensive things in business is to acquire new customers, so get very strategic, intentional, and skilled at maximizing the value of the ones you do get.
Consider the following questions to help:
What changes can you make to enhance your customers’ LTV? Can you sell them more products or raise your prices?
How can you keep your customers twice as long?
Can you change how you charge to get even more revenue long-term?
Map out the perfect customer journey for your ideal target customer. What is the perfect flow of products to maximize their LTV?
Once you’ve given those questions some thought, map out this structure with your conservative target goals. This will be your product map, and the blueprint to many millions of dollars done right.
One of the most effective ways to measure your success at turning your customers into long-term raving fans is to implement a net promoter score.
How To Have A 90+ Net Promoter Score
The best predictor of business growth comes down to one simple question.
And if you have a service-based business, this is the question you absolutely need to be asking your clients:
“How likely is it that you would recommend this company to a friend or colleague?”
This is the net promoter score (NPS) question, a metric developed by Fred Reichheld, a New York Times best-selling author, speaker and business strategist.
NPS is a metric that measures the loyalty of customers to a company, with scores ranging from -100 to 100.
It’s a better measure of client satisfaction than simply asking how happy they are — and it is so important because it puts the focus on creating raving fans, not just selling products or services.
A high NPS leads to more renewals, referrals and higher customer lifetime value (LTV). That is the sign of a strong company!
So, after having a 90+ NPS at 2X since we started the company, I want to share with you how to consistently score high in your own business.
Make A Strong First Impression For World-Class Fulfillment
At 2X, we know there’s never a second chance to make a first impression. So, the first 10 days with a new client are crucial.
We have multiple 2X team members who reach out to congratulate them, send a gift package and letter, and hit the ground running with a few quick wins to reinforce that they made a great decision to join our program.
Map out how you can start fast and deliver high value immediately with a new client. Oftentimes these are simple levers that go a long way in creating raving fans.
Make Client Success A Part Of Your Culture
At 2X, we have the client’s success at the heart of what we do. We talk about this on our key meetings and share wins via a dedicated “success-stories” Slack channel every single day.
That way, our entire team can see and feel the impact we’re making on our clients.
Our coaching team engages in a friendly competition of who can have the biggest and most consistent wins to share.
Done right, it becomes a part of your culture that drives more energy and enthusiasm throughout the entire company.
Think about ways that you can share your clients’ “wins” more often and with everyone on your team. The positive impact of this is contagious.
Do What Other Companies Aren’t Willing To Do
Look at your competition. What are they not doing that you can do to separate yourself from them?
We often send gifts on our clients’ birthdays, send personalized videos randomly, share T-shirts, give them special access, and do things that don’t seem to be scalable but are easy to do.
Even a few small gestures like this go a long way, so plan out what you can do and make it a part of your process for all clients. Trust me, they notice!
Handle Problems Fast To Ensure Fulfillment
Sometimes a client issue or challenge will come up. As soon as it does, we hop on that problem and do so fast so they know we’re serious about their success.
We have multiple team members hop in to offer guidance and support on how to resolve it. This shows our clients that we really care.
How can you do the same to show your clients that you’re in the trenches with them and they’re not “just a customer?”
Create a simple process on how you’ll handle client issues so that when something does come up, you and your team know how to handle it and quickly. This goes a long way.
Have Multiple Touchpoints
We have one main client manager (the 2X coach) be their guide, but throughout the campaign, we have at least three different team members reaching out to check in and offer support. This exposure to multiple people goes a long way in letting them know that we’re thinking and talking about them and that they have a full team behind them.
I often hear from our clients that it means a ton to know that we’re there and checking in.
What are some ways you can incorporate multiple touchpoints into your client communication?
For most service-based businesses, we recommend an account manager (the main contact), account support and the manager that oversees all of client services. This is the “pod” that can handle a client well.
Grow Your Business And Fulfillment Without Generating More Leads
We all need a helping hand in this lonely world of business. Gee, even Zuckerberg leaned on Steve Jobs for guidance.
And if you’re like most business owners, you’re either stuck and don’t know what to do next… or you’re just working on the wrong things.
Either way, we can show you how to claim back ownership of your business, by working on the things that will actually move the needle for you.
So if you’re looking for guidance to get on track and achieve everything you want from your business, we’ve got your back.
We’ve coached and mentored 100s of business owners just like you. So there isn’t a problem our team of world-class coaches can’t help you overcome with personal one-on-one guidance and the support of our proven growth methodology.
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