Do you know where your clients reside within your business?
Not geographically, but where do they reside in the 8-Profit Activators? Are they in the before, during, or after unit?
When I'm doing a consultation, I often see clients who've lumped everyone into the same bucket. The problem is if they looked closer, they'd see that people are actually in many different stages.
That's why, when I'm looking at any businesses, I look through the lens of the 8-Profit Activators. I can get to the granular level and start looking at the lay of the land as parcels. It's a great way to see which units are full of people & which are being overlooked because the business owner is only looking at it from 30,000-feet.
Let's say you have a co-working space. There are lots of different revenue models in a space like this. You can lease a virtual office used for mail, a single desk for the day, a personal office, all the way up to a 25 person dedicated office. Then, of course, there are meeting rooms, and you have to have a café… everybody needs a mocha!
When does someone move from the during to the after unit in this model? Is it when they're no longer your tenant, and your after unit campaign is designed to get them back? It could be, but another way to think about it is to consider the after unit while they're still renting…
The typical office tenant stays for six years, but does everybody sign up for a 6-year contract on day one? Not at all. They usually start with a 3-month contract that rolls into something longer.
If we break it down that way, we really have two types of tenants - those in the 3-month initial period, and everyone else who's been there for years. The 3-month trial is the during unit, and the yearly renters are actually in the after unit.
These groups are very different. They have different needs from you as a landlord, they have different goals and pains that need to be addressed, but knowing your best during unit value is moving the 3-month clients into becoming long term after unit residents, you can tailor your during unit experience accordingly.
Have you been grouping all your clients into the same bucket? How will you treat them differently now you know they're probably not all the same?