Once your client has gone through the awareness and contact phases, and their initial consultations, they become a paying client. At each stage of this journey, we’ve talked about the priority of that part of the sales process. We teach Range of Motion Business Mentoring clients that the priority here is to deliver value and solve their problems.

Too many people view this as the end of the sales process, but in reality it’s only just beginning. For long-term client retention and the potential of future referrals, this step is (and will continue to be) essential.

The process of the first handful of paid sessions is instrumental in shaping the ongoing relationship between your client and your business.

Just like a school teacher may be extra strict on the first day of school, it’s important to set the standard and expectations for your client going forward. By holding them to high standards they will perceive that as the norm going forward. In reality, the standards you set will be all they know, so for them, will be the norm. This is a valuable opportunity to lay the foundation for healthy habits and behaviours that will serve them well long into their journey with you.

Emphasise that there’s a set process you’ll be following in the early days of their journey. Take it slow – and be open about it. By communicating to your new client that the aim is to take things slowly and methodically (so that in the future there’s no cap on their potential improvements and achievements) you’re able to set their mind on the future. Not only is this effective for client retention, but it will show them you have their long-term interests at heart.

Basically, in the initial series of sessions, you’re teaching your new client the ‘alphabet’ they need to know to then create all the ‘words’ that form the future of their experience with you.

But remember that the exercise sessions themselves are only a micro part of the entire macro experience. During the start of their time with you (and as they continue their journey), you should follow the actionable steps you’ve established that will support your core values, and thus, culture. If you’re looking to provide a friendly, inclusive culture, you should take steps like ensuring there is never a time when your new client doesn’t know everyone else in the room.

Make contact with your client external to their exercise sessions. Your job doesn’t end when they leave your facility. It’s as important then as it is when they’re under your physical attention.

Aside from the ‘in facility’ experience, your client should have entered an automated email chain as soon as they transitioned to being a paid client. We discussed email marketing in a previous part of this series and explored potential services like Mailchimp, Campaign Monitor and Infusionsoft. You can use such a program as a client database. When you enter them in to the system, they should be triggered to start receiving emails. The exact type and content of emails is dependant on your business and culture. The order and timing of emails should correlate with your unique process of bringing new clients on board. As an example, this is the email chain new clients of Range of Motion receive:

• When they commit to becoming a paying client: Client Registration Email: Links for them to fill out Physical Activity Readiness Questionnaire.
• One day later: Welcome email introducing them to Range of Motion.
• One day later: Email telling them what to expect on their journey with Range of Motion.
• Five days later: Introduce them to Range of Motion’s social media channels and resources to make their experience richer.
• Seven days later: An introduction to some of Range of Motion’s systems, including our pre- and post- exercise routines.
• Seven days later: An introduction to Range of Motion’s purpose built programming software (and the exercise they’ll be completing).
• Seven days later: Range of Motion’s official position on nutrition.
• Eight weeks later: An introduction to Range of Motion’s referral process, asking if they have any friends who could benefit from what we do.

As your new client becomes ingrained in your community, culture and systems, your work continues. The priority, as always, becomes about delivering exceptional service, exceptional care, exceptional value, and ultimately, an exceptional experience.

Remember, every tiny piece of contact, and every interaction your client has with you and your business is part of their experience. Systemise this experience, deliver them meaningful moments, continue to solve their problems. By over delivering on every contact point, interaction and moment, you will create long term referring clients and meaningful long term relationships.