[00:00 – 02:30] Who Hayley is and the big question: “They bought from you. Now what?”
[02:30 – 04:17] We obsess over getting clients in, but ignore what happens after.
[04:17 – 06:30] Clients evolve, so your brand, offers, and positioning must evolve too.
[06:30 – 08:48] Health example: once you fix problem A, a new problem B appears that you can serve.
[08:48 – 10:30] Map a clear client journey so the “next step” is obvious after the first result.
[10:30 – 12:00] Growth isn’t “more offers”; it’s going deeper with the clients you already have.
[12:00 – 13:01] Think lifetime value and referrals, not just the first transaction.
[13:01 – 14:30] Customer experience, communication, and follow-up build your reputation.
[14:30 – End] Stop asking “How do I get more clients?” and start asking “How do I create more value?”
Hello, my beautiful friend, and welcome back to another episode of my podcast, The Hayley Osborne Show. I’m so glad to be in your ears for another week of the beautiful podcast, teaching you some awesome things along the way, and you know, giving you those nuggets of information because knowledge is power, and that’s why I am here, and genuinely, that’s why I have this podcast to be able to help you with your business in every way, shape, or form when it comes to brand, personal brand, marketing, growth, and you know all of the latest and greatest things that the world has to offer you when it comes to growing your business and showing up as the best version of yourself that you are.
Okay, so I am Hayley Osborne. I am your host. If you are new here, very welcome. If you are not, then you’ll know that I am a business strategist. I am the founder. I am a founder. I am a mum of three very small humans, and I am someone who’s really passionate about helping health brands to build businesses that you know they’re genuinely proud of. And today, I want to start by asking you one very simple question, and that is: They bought from you now. What? Okay, seriously, someone’s found your business, and maybe they found you through your socials.
All right, so maybe somebody has referred them to you. Maybe they’ve googled you. Maybe they heard you on a podcast, on your own podcast, or they might have met you at an event. However, they have come into your world. They’ve obviously been watching you for a while, consumed your content, understood what you’re all about, and therefore you’ve built a massive amount of trust with them. Because that’s what happens when you’re consistent. You build trust. It’s just the way it is. And if you’re consistent for about six weeks. That’s when you start to move the needle.
So you’ve got to do it for six weeks, and then they finally made a choice to hand over their money and to work with you, which is so cool. You’ve delivered the service that you’ve promised. You’ve or product. You’ve gotten a really great result for them. They’re really happy. But then what? All right. And that’s the funnel. So what happens next after that? Because it’s something that I see in business all the time, is that we put lots and lots of energy into getting people through the door, and then you know we’re creating content that’s really time-consuming. We’re posting on social media. We’re sending out emails.
We’re networking. We’re doing all the things, building websites, tweaking, making them better, which is what we do, and you know, hopefully, like you’re investing in SEO and all of the things in the back end, reaching new people, creating new lead magnets, sorting out your funnels because they need updating all the time, and everything is geared towards the one thing of getting more clients. But I think we need to also ask the question of: If you didn’t actually need more clients right now, what would that look like? Okay, and what if there was revenue sitting inside of your business with the relationships that you’ve already built?
Okay, what if the people who already knew you, doing all the things I listed before, they already trust you, they understand the value that you bring, and they’ve already had a really positive, beautiful experience with you and your business. Are actually the people that you need to start thinking about, okay, for your next sort of revenue. What if it could add a slice of revenue that’s decent into your monthly figures, which is what I want to talk about today. Because as a business strategist, I see this a lot when I look at businesses. I’m looking beyond how many followers that you have, or how often you’re posting on Instagram. I look at the whole business.
Where are people coming in? What are they buying? Where are they going next? Where are the gaps that need to be plugged, and where are there some opportunities? So, you know, has your business actually been designed? Have you built in the infrastructure around you to grow alongside how your clients are evolving? And I’m just going to stop. I’ve got a beautiful pot of tea here.
I’ve got a coffee, and I’m going to drink it because I want to. Broke goes cold, so nice. And I’m recording this podcast in daylight, which is beautiful. So I have now got the time to do that. And I think we need to understand, though, above all, like our clients are always evolving.
Okay, and I talked about this in last week’s episode, from a brand perspective, your audience changes, the market changes, the way people consume information changes. I talked about at the at the beginning of last week’s episode, and the way that people find you is changing. Okay, so your brand does need to continue to reintroduce itself, and. And continue to evolve in order for you to stay relevant. It’s just the way it is, okay? Because the same thing happens to your customers when they enter your world. The first person comes to you with one problem might have a completely different problem six months later, in a way that you can still help them with what you do, okay?
And then sometimes that new problem exists because you have helped them solve the first one. Hilarious, I know. Okay, but this is where it becomes interesting and good. You just have to see it through those eyes. So let’s say you’re a health practitioner, and someone comes to you because they’re exhausted, their energy is shot. You know they feel crap, and they need help. So you work with them. Their energy improves. They understand their body better.
They are lighter on their feet, and you’ve helped them to build out some pretty good habits. They feel great, which is great, amazing, well done. But I don’t think their journey is probably like it’s not finished there. So I think now that they’re feeling great and they’ve built the habits, their needs now change. Okay, maybe they’re starting to think about like optimal performance. What what’s a a better way to fuel their body? More thinking around longevity and you know, adding like years to their life, and maybe they need some ongoing accountability, right?
Maybe they need maintenance on what you’ve actually helped them to turn the corner with. And I give that as a specific example because you know that health space comes easy to me, and you know, then you kind of start to see maybe another part of their health becomes a priority because they didn’t, they needed to get the first layer done. So now we’re looking at the next layer. So think about then, okay, what’s the next logical step inside of my business that I can help them with that? Because I what I what they came in with, we solved that problem, and I’m not saying like flogging people more stuff because you want to make more money.
That’s not what this is about. This is about asking a smarter business question, which is how can I continue to create value for this person as their needs evolve? Pretty simple, okay? Because if the answer is well, I don’t really know, then and they finish working with me. I think there’s a massive gap in your business model. Okay, and it doesn’t only apply to health businesses. Think about any service business. A client comes in at point A, and they need help getting to point B. Pretty simple, great.
You help them get to point B, and then where do they go from there? What becomes point C in their journey with you? That’s the question. Because point C could be an entirely new offer. It could be an ongoing service. It could be an intensive. It could be like advisory, consulting, maintenance, a group program, an annual review. There’s heaps of ideas. I’ve got so many ideas.
That’s something that we do in the VIP days that I have my elite intensive VIP days, and a completely different service might solve their next problem. That’s all I’m saying. Okay, so I don’t think it’s creating something new. I think it’s looking and listening to your business and creating the next step-that’s already there, okay-and it’s that problem that your customers are going to get or face when they’ve gone from point A to point B, okay, and happens all the time. So we assume people know everything that we do; they don’t, and you need to remember that your clients are busy leading and living their own lives.
They’re not sitting there studying your service menu and what you do and how you can help them. So ask yourself: so when someone buys from me, have I made it pretty obvious on what the next steps are? Because I think one of the most valuable things that you can build into your business is a very clear client journey. This is how you work with me next, and I think imagine your business for a second visually. Like someone enters here, they buy this, then where do they go, and when, and what can you draw from that?
Because if you can’t draw it, there’s a pretty good chance that your customer cannot do it either and cannot see it. And I think we need to move away from the idea that business’s growth automatically means more, more offers, more everything, content, people, blah blah blah blah. Sometimes it doesn’t. Sometimes it means just going deeper, right? You don’t need to make more work for yourself.
Okay, the value I think already sits inside your world. You just need to uncover what it is. I think when. And you are always looking at acquiring new customers. That’s really really hard. But what if you could work with those that you already have with something that is the next step with what they need once they’re finished going through your A to B? All right, it takes time.
Building trust is really really hard. So that’s why it’s easier to maintain and keep the customers that you have, then try and source new ones. Okay, and especially in the health space, trust is massive because we’re trusting you with our lives. It takes time. Okay, it’s huge. I think that when someone is trusting you with their well-being, their body, I mean, why would you automatically send them back out into the world to find someone else to help them with the next thing when you already are genuinely qualified and they already like you and have chosen you initially? Okay, listen to what your clients are asking you for.
That there is so much beauty in that, and your customers will often bring light as to what your next offer should be. It’s beautiful. They’ll be like, “How do you do this? How can? How could you help me with this? So, what happens when I’m done here? What happens after?
How do I keep working with you? Do you offer something where we could do X, Y, and Z? That’s what you need to pay attention to, and that’s what I’ve done in my business. This is all data. Data is knowledge, and knowledge is power. Boom, mic drop. Even though I’m not going to drop this beautiful microphone, and I don’t think you need to always be trying to like whiteboard your next like million dollar idea. I think your customers are probably literally handing it to you on a silver platter.
So if you are hearing the same questions from them, this is a really easy way. Then listen in because there could be something there because you would be getting repeat questions. Okay, we don’t need to create a new offer every five minutes. Don’t do that. We just need to pay attention to what’s happening in the room. Look for the patterns, and I think there’s some real leadership in that. So I think we need to talk about lifetime value because sometimes we’re so so focused on the initial transaction. Okay, when someone pays you 502, grand, 5k, whatever your service costs, that’s how we value the customer.
But what if they buy multiple services. What if you could get them back in your world on an annual basis somehow? Okay. What if they refer three other people because you’re really amazing at what you do? Businesses are built on referrals as well, and then what happens is they become the biggest advocates for your brand and who you are through the line. Doesn’t matter. Okay.
And suddenly, the value of that relationship to them looks so so different. Okay, and that’s why the customer experience matters the most. Okay, everybody feels when they work with you. Okay, how your communication is, how you onboard, how you deliver things, how you follow up, the results that you get, and what happens after?
It really does matter because I think it doesn’t matter what you do, what you what you what service you have, what products you have, or whatever, whatever. It’s about relationships, okay? And it’s not about transactions. I have worked so hard on building those relationships inside of my business from a like very top lineup, I try so hard to be that person that is always you know open to if you want to ask me a question you know I’m always open.
I have always had a door open policy where no question is a silly one, and I’m here to help you. So I think relationships are so important, especially with the people that are already in your world. Okay, and I want you to hear me clearly. I don’t think it is about oh, I’m just going to get more money out of the clients that I already have, I think it’s about creating more value, and you need to have a look inside of your business as to how you could possibly do that. All right, I think it’s a really it’s it’s a no brainer. So, what do they do next? Okay, how do they connect? How do they move forward? How did you follow up? Like, where’s the opportunity? Where’s the friction? What’s missing?
Okay, that’s the work. So you don’t need another million followers. You don’t need another lead magnet. You don’t need any of that. Okay, so here’s what I want you to take away from today’s episode: Stop asking how do I get more clients, and start asking how can I create more value for the clients that I already have. Okay, growth doesn’t mean bringing more people into your business. It means creating a deeper, better, more valuable customer experience through the line, even after they’ve worked with you, to the people that are already inside, and do it well.
And that’s how you build really strong relationships. That’s how you build really strong businesses, and that’s how you build a bloody awesome reputation. Which I’m so. Here for okay, so now what? I know that was a lot, but I’m so passionate about that because I feel like it’s the bit that’s missing. If you’re sitting here thinking, Hayley, I actually don’t know.
This is exactly the kind of work that I do inside my VIP Elite Intensive days with you one on one, or it could be with your team. I’ve done that before. We look at your business as a whole. Okay, what you do, your positioning, your offers, your messaging, your marketing. How do customers come in and out of your world? Opportunities for growth. Okay, and more importantly, like where to next, and we map out a plan. It can be what you need to do over the next 90 days to make the things that we discuss and plan come to life, because it’s all fine to ideate and come up with these grand ideas, but what we actually do is put a plan into place on how you’re going to make them real.
Okay, so if that sounds like something that you really need or you’re excited by, and you know that that’s the next thing in your business, send me a DM, okay, and let’s have a massive conversation about spending a day together. Okay, that’s all from me, guys. Thank you so much for listening. I appreciate you being here. And you know, if this episode made you think of someone else that runs a business who is constantly chasing new clients, but they’re sitting on a freaking gold mine. Send this episode to them to listen to. I’ll see you next week. Have an awesome week ahead.
