The One Thing:
Your Company's Free Prize
Most businesses rely on overused, generic descriptions when it comes to their customer experience. They focus on acquiring new clients but fail to nurture and retain them after the initial transaction.
We believe in transformation over transaction. Studies show that acquiring a new client is five times harder than retaining one. More importantly, every single transaction has the potential to lead to 5.7 additional deals—if we commit to taking care of our current customers.
What is Your Free Prize?
Your "free prize" is the unexpected value a client receives during their transaction with you—something extra that wasn’t anticipated. Great businesses, like great teams, thrive on intangibles—the small but powerful elements that set them apart. These could be chemistry, clarity, superior skills, visionary thinking, and more. The question is: what intangibles make your business truly special?
Four Types of Customers:
Detractor – Speaks negatively about your business in the market.
Passive – Has a lukewarm experience; neither promotes nor detracts (no referrals).
Promoter – Speaks positively about your business but only when asked.
Advocate – Engaged, loyal followers who actively promote and defend your brand.
Your goal? Convert promoters into advocates—people who genuinely believe in your brand and actively refer others.
Part Two: New Client Onboarding
What is New Client Onboarding?
New client onboarding is the critical first step in a long-term relationship with your business. Just like employee onboarding, its purpose is to create a lasting, mutually beneficial connection from day one.
ONBOARD = ON-FIRE
Clients should feel excited, valued, and engaged from the start. A well-designed onboarding process ensures that they fully understand your value and integrate your product or service into their lives or business.
The 5 Love Languages of Onboarding:
Gift Giving – A tangible token of appreciation to make the client feel valued.
Quality Time – Dedicated time to guide them through the onboarding process.
Words of Affirmation – Positive reinforcement and encouragement.
Acts of Service – Exceptional customer support and proactive problem-solving.
Physical Touch – In a business sense, this means personal interactions, check-ins, or even handwritten notes.
Successful onboarding blends these elements to create an emotional connection and set the foundation for a lasting client relationship.
Part Three: The 3 REWARDS of Business: Review, Referral, Repeat
1. Review – The Power of Testimonials
A great client experience should naturally lead to testimonials. Every new client should leave a review that can be shared across all of your marketing channels.
Benchmark: Secure at least one testimonial per new client.
2. Referral – The Secret to Sustainable Growth
Your business becomes truly referable when happy clients tell other great clients about you.
Benchmark: Secure 1-3 testimonials in the first 90 days, and 1-3 thereafter.
3. Repeat – Ensuring They Choose You Again
The best businesses don’t just aim for one-time transactions—they build relationships that lead to repeat business. The key is to provide such exceptional value that clients wouldn’t dream of going elsewhere.
Benchmark: Capture all repeat business and uncover additional revenue opportunities (“find” money).
Key Takeaways:
Your free prize is what sets you apart and creates unforgettable client experiences.
Onboarding = On-fire. A great start ensures long-term success.
The 3 REWARDS (Review, Referral, Repeat) drive sustainable business growth.
Master these, and you’ll turn one transaction into a lifetime of loyalty, referrals, and revenue.