Have a look around at what other businesses are doing in most markets. You'll notice that the majority of them are very front-end loaded. And I mean that they focus almost entirely on the Before Unit to get sales.
Or, listen to my More Cheese Less Whiskers podcast, and you'll notice the same thing. 80% of the episodes are about the Before Unit.
A business rarely looks for potential growth opportunities in the After Unit first. The obvious choice is always:
- Racing to find new people,
- running the ads and conversions,
- and then hammering them until they (hopefully) buy something.
However, there are so many opportunities and roles within the after-sale experience. And you can get a much bigger ROI with almost no additional cost. But you have to see the bigger picture of it.
For example; When somebody buys something from you and gets a great after-sale experience, after they already gave you money, that customer will buy from you again and again. And, if, on top of their great experience, you ensure they have a nice transition into the After Unit, they will become a lifetime client and refer other people to you.
And here's something else: The After Unit is one of the great opportunities from a consulting standpoint, too, because that's something no one is helping people with. See, there's a lot of competition for funnel building, Facebook ads, lead generation, and all that stuff. But when it comes to the impact of providing after-sale service, nurturing lifetime relationships, and orchestrating referrals, there's virtually no competition at all! In other words, if what you do is helping other businesses grow, the After Unit is often the lowest-hanging fruit that's invisible to most.
Which means, if you can prove measurably that your product or service provides real impact at virtually no extra "marketing spend"…
Marketing it and getting customers lined up at your door will become a walk in the park.