Episodes

[00:00 – 04:00] Growth comes from serving existing clients more deeply.

[04:00 – 08:00] Map the client journey beyond the first result.

[08:00 – 11:00] Build value-first offers around the next need.

[11:00 – 14:00] Connect services, courses, memberships, and 1:1 work.

[14:00 – 19:00] Market the next offer through familiar client channels.

[19:00 – 23:00] Use the client database to drive repeat business and referrals.

[23:00 – 25:00] Frame work before, during, and after delivery.

[25:00 – End] Close with VIP days and invitations that extend the relationship.

Hello, and a very warm welcome back to the podcast for another beautiful week with me in your ears. I am Hayley, the host. For those of you joining in for the very first time, I am so glad that you are here. And for those of you that listen every week, a big thank you because without you, there is no point in having this podcast.

So, for those of you that don’t know me, my name is Hayley, and I am your business strategist. I am the founder of this business. I’m the founder of a few businesses. I’m a mum as well of three beautiful little humans, and someone who is so passionate about helping health brands build businesses that they are really, really proud of, and I want to start this episode today with one question, and that is: What happens when your clients get the result they originally came to you for?

Like seriously, think about it. What happens after they’ve come to you with a problem? You’ve helped them to solve it. They get a result. Everyone’s happy, and then what?

Okay, so stop chasing more clients and do this instead, because you then you then have another problem, right? And you that is you having to chase more clients because I’ve been thinking about a lot lately, and I think that the growth actually comes from inside your business.

Okay, and I think that we’ve become obsessed, almost like really obsessed, with the idea that growth means more people. But it it doesn’t have to be that way. You know, you think you need more followers, more reach, more engagement, more, more, more, more, more, more, more discovery calls, leads, all the things, and I know that yes, yeah, we do need you know more people coming into our businesses and more people knowing about us, but I’m never gonna sit here and tell you that customer acquisition doesn’t matter because it does.

But there also is another side to growth, and I think that so many people that I speak to overlook this, and that is what can I do for the customers that I already have? What can I do for the people that already trust me, that have already purchased from me, and that already know that I’m amazing at what I do, so that’s the question. Like, what can you do for those people that are already sitting in your world?

And for those of you that are watching on YouTube, which I know some of you do, I have made this new T-shirt. I’m a bit obsessed with making T-shirts and designing what’s on them, and I do. This is probably a bit like TMI, but it was recently my husband’s birthday, and every year or every two years, I make him T-shirts from my kids and from each of them.

So he gets 3t-shirts, and what’s on them is the quirky little things that they say, and it’s so so cute. And I put little design on the front, and I put a little like thank you or love whatever on the back from whoever it’s from, and it’s just so cute. And I’ve been doing it for years, and so usually they’re like pajama t-shirts because it’s just quirky. It’s in our family.

It’s little sayings, and my little guy lately has been saying “capoz, but “capoz. I want to instead of “because, and it’s so cute. So I put that on a t-shirt. Some dinosaurs on another one. You know, it’s really cute. And so the reason I’m telling you that is because I actually thought, you know what? I’m going to design my own T-shirt as well.

Like my husband’s getting all these really cool T-shirts, so I made one. It’s black. I’m wearing it right now. If you are watching on YouTube, you can see. If you’re not, I’m in your ears. I’m going to paint the picture. It has bright yellow words on the front that say CEO, and on the back is my website, and it’s very cool.

I actually got a really oversized size, like an extra large, so it’s just like super big and slouchy, and it looks really cool with whatever. But I think it’s too long, so I might just cut it and sew it. And so I’ve always, I used to have a fashion label, and I used to design things and have them match manufactured overseas.

And so I’ve always like I’m always sewing, or I’m always doing something with clothes. And as you would have seen a little while ago, my socials, like I I put a post up, I made a pair of pants to wear to a party, like really cool lace pants.

They’re very nice, with some designer fabric that I got at a fabric sale like years ago, but it’s like one of couture lace, anyway, and so I’m always doing that. So now I’ve got this t-shirt that I’m wearing that says CEO, but it’s in that really bright yellow. That’s my brand colors, anyway.

So it might make it out, it might not. And then when I put it on, my husband was like, “Why don’t you just do a QR code on the back?” And I was like, I didn’t think of that, but I just thought, you know, the website’s really cool anyway, and that way people can like note and move on. And maybe I’ll do one next with a QR code.

Anyway, back to where we are. So I just wanted to paint the picture of like this CEO T-shirt that I’m like really loving right now. But you know, we need to let’s rein it back in.

So, what what can you do right now that is going to be so awesome for the people that already love you? Okay, and it you know it might be something bigger and better, and that’s what I want to unpack today because I think business strategy and the conversation of strategy inside business is important, and it’s so it is almost as important as you know the marketing conversation because they’re both really aligned.

Strategy and marketing are they run the same course, okay? And I think there is a massive obsession with more, more, more, more, more at the moment. And look, I know that you know tech has a big influence on that. Social media, like we see, you know, the ins and outs of everyone’s lives, and you know, if you go like a celebrity status, you know, you it’s it’s crazy what some people have and do, and blah blah blah.

And I think then that kind of triggers an obsession with us as more, and I know that being a business owner and founder, and being someone that’s really driven, and I see this in a lot of people, a lot of people that I work with, is that that’s just how we’re wired. We’re always thinking about the next thing.

But you know, before I think, yep, great, let’s make another marketing strategy, let’s find 50 new people for you. I want you to understand what’s really happening inside of your business. Who your current clients are. What are they buying from you? How are they buying from you?

How do they come into your world? What happens after they buy? What happens when they are satisfied with what you’ve given them, the the service that you’ve given them, the product or whatever it is, and like how long do they stay? Like all these quirky questions that you need to be thinking about inside your business.

Now, I know a lot of people at the moment are automating things and you know getting AI assistants to do this, this, this, and this. But think about these other questions: How long are people staying in your business? You know, what else do they need? How can you help them?

Where do they go when they’ve then finished working with you? What do they do? Do they even know, like, what else they can buy from you? And I think this is where it gets really interesting for health businesses in particular because health is a very different subject, and it’s very rarely like one and done.

So think about the customer journey here. Someone you know might initially go to a physio, for example, because their back hurts. You know, okay. So you help get them out of pain. Brilliant. But then that person might then want to become stronger, so they don’t end up in the same position as what they were in when they originally came through your doors.

So they might want to start running, and they want to prevent themselves from having that injury again because it was horrific. You know, they might need a strength program. They might benefit from ongoing maintenance once a month. They might have another goal in six months.

Like the initial problem was the entry point, I think, but it doesn’t have to be the end of your relationship with that client. And you know, the same thing might happen with nutrition. Someone might initially come into you because they’re exhausted, okay? And you work on their nutrition, you work on their habits, you know, whatever is within the scope that they come and see you, and then they start feeling better, and that’s awesome.

That’s what you want. But what’s the next version of the problem? Okay, and maybe their focus shifts to performance. Okay, and like optimal performance, and that doesn’t necessarily. We’re not talking about athlete performance.

We’re talking about like everyday hero performance. How optimally can we then get your body to function? Okay, for you and your level and your age and your gender and all the things, and you know maybe that shift then is like going to maintaining what they’ve already achieved, and they might want ongoing accountability.

Like I could go on and on and on because this I freaking love this so much, and you know when I’m like my own health journey, like that’s what I do. So I’ve started seeing a Cairo, and this Cairo is genius and is more about like performance and how well your body can perform and be nurtured to perform to its optimal, not like an athlete, just like an everyday bloody hero, because that’s what I think we are.

And I think that this applies. What I’m talking about applies to like well beyond health brands, because I know that so many people listen to this podcast. That aren’t a health brand, and that’s cool. So, think about what your customer needs after you have successfully delivered what they originally paid you for.

Okay, because if you can answer that, you’ll start seeing your business so differently, and you’ll start being able to service your current clients that love you in the next phase. Okay, so the first thing is what happens after the result. Map it out. Okay, this is really simple.

Pick your main service. Think about you know the client who gets a fantastic result from it, and then ask what do they need next. Not what else can I sell them. Doesn’t work like that, you know.

I think you need to be able to make the distinction between the two because the thinking behind those two separate things actually matter. So how else can you help them? Okay, two very different starting points.

One starts with extracting more revenue from a person, and the other one starts with creating more value from them, and there’s they’re two different things. And when I think when you start with the value, the commercial opportunity for your business follows anyway.

Okay, so the selling it always comes, but the it starts with the value, and that’s where your business can grow beautifully, organically, and with the purpose in mind that is in and around your customer and helping them solve their problem. Okay, so your customer’s evolving.

You’ve helped them with what they’ve come in with. Now what their needs are that now evolving. Their goals have changed because they no longer, you know, need the original thing that they came to you with. So map it out.

You know, where were they when they first found you? Where are they after working with you? How have you helped them? And then where do they want to go from here?

So the gap’s really interesting because, you know, there might be an offer sitting inside there that you haven’t actually considered yet, and that’s so fun. I love this so much. Okay, we-I’m done with that now.

I think I’ve explained myself enough. All right, so now I want you to go and look at your offer ecosystem as a whole. All right, so I think it’s really important to. I think when you start a business, you you you go right.

I’m going to offer this, this, this, and this. Okay, and then people come in either over here or to the left or to the right or whatever, whatever. And they’re like little separate entities. However, I see this a lot on websites.

You’ve got service 123 a course membership one on one workshops blah blah blah blah blah the random thing that you created 50 billion years ago and another thing over here and blah blah blah and then people are thinking to themselves your clients are thinking well which 1am I meant to buy okay and that’s confusing and I see this a lot and I think that you’re so close to your business that you probably can’t see it anymore, or know how to create those stacked kind of offers where people offers where people come in here and then they can slowly go and work with you through different tiers of your business.

Okay, so think about the ecosystem that sits within your services. How do they connect? What’s their entry point? What’s the core transformation that you give them here? Where’s the value? Where’s the next logical step after they come in?

And then what is that ongoing relationship with you? And absolutely, like you don’t need an offer at every single price point. I don’t think so. I’m not suggesting that you like leave this episode and create seven new products.

At no, don’t do that. Please don’t do that. I think you probably need less. Okay, but the offers that you have should make sense altogether, because when someone comes in, then they’re like, “Well, how can I keep working with you?

And you’re like, “Well, then we do this, sweet, perfect. And then how can I keep working with you? And then we go here, and then how can I keep working with you? And then we it might be an accountability type of thing, right?

So it looks different for everyone, but it is available to every single business, and I’ve worked with so so many different businesses, and I think connecting everything together is what the answer actually is, and what already exists.

So you might need to tweak a few things, but I think doing that as opposed to having a billion different little things here, there, and everywhere, and people come into your world, and they’re like, “Well, how can I work with you?

And then they’re like, “I’m not sure because there’s so much going on. They’re very different things. Okay, so make that next step super obvious for your existing clients, and this is where the marketing comes back into the conversation because the strategy.

Needs to evolve with the marketing, but the strategy has to come first, and then you need to market it. And I hope I’m not being confusing, but it really is simple when you know how.

And this is what I do day in and day out, and I bloody love it. And that’s why I keep this podcast going because what I practice during the week with my clients, I can then come and talk to you and tell your story about it, and that’s really nice.

And I keep a little note, like file, and my phone happening when I have ideas. I have a few notes actually, and they’re just ongoing, and it syncs to my computer, and it’s beautiful.

So that way, when I sit down to record a podcast, I can have a look at some of the things, the the problems, and the different kind of things that come up during the week and go right yeah that would be a great podcast episode that’s why I made a note of that because I remember that story that happened for that client that came in and wasn’t sure about X Y and Z okay.

I do this all the time and I see clients spend an enormous amount of energy telling strangers on Instagram what they sell while they barely communicate their offers to the people that are already buying from them. Wild, I just can’t. Okay, so your existing clients that are inside your world-they know you, they trust you.

They like you. They love you. They understand you. They vibe with you, and they have already experienced the quality of work that you offer inside your world.

So talk to them. Okay, you can email them. All right, could be email marketing. Awesome. It could be during appointments. Okay, even better through follow up comms.

However, you do that, phone call, whether it be email, text message, you know, just have the conversation, okay? Because just chatting to people is perfect. And you know, I am forever saying hello to everybody all day long wherever I go, hi, how are you?

I’m Hayley. Because you just never know. Like, just being a nice person is just lovely. Okay, and you know, I think, or you could be talking to them on your website, right?

It is through the line. So if you’re really busy at the moment doing the work in in in in in your business, it might be time to do some work on your business, and then you you probably won’t be hustling as hard because everything is so coherent and beautiful and flowing.

And you know, when you have someone come into your world, it could literally be okay. You’ve achieved X, Y, and Z, and based on what you’ve told me, I think this is where you need to go next.

So I would recommend X, Y, or Z service. Okay, that is strategy working in plain daylight, and it’s also really bloody good marketing. Yes, thanks, Hayley. I know I’m a bloody genius.

No, but I do this all the time, and I love it so much, and you know when that light bulb goes off, that it that’s a moment in your business. Okay, so it’s time to market to people who already know you.

Okay, how much of your marketing energy is going towards people that have never heard of you versus how much is going towards people that already know you? Okay, probably a shit ton. Okay, and what are you doing for the person that bought from you a year ago?

What are you doing for the person that finished in your world six months ago? What about the the patient that achieved what they wanted to achieve, what they came in for? How are you then moving them through your business, okay.

And there’s people inside your ecosystem who might be thinking, “I really loved that person. I loved working with them. I loved how they made me feel. I loved the result that I got.

I wonder what else they can do. So many people, okay? And then what we do as business owners because we’re so close to everything is that we make them figure it out themselves when they shouldn’t.

No, you need to tell them, nurture them, love them, stay in touch, do all the things. It’s really important, and we forget. Okay, it’s up to us to educate the clients in our ecosystem on who we are and what we do, and how we can then help them in an ongoing way.

So it’s up to us to show them what comes next. Okay, share new ways that they can work with you that they may not have known. Keep building that relationship. Okay, even after the invoice has been paid, it’s very important.

And you know what? If you’re just generally a very nice person. You will do that anyway, organically. It’ll just happen. Okay, that’s what kind of just happens with me in my world.

Like, I just do it because I love it. I love, like, keep staying in people’s worlds because I get to know them and I like them and I like what they’re about. And I just do that.

It’s just, it just. Naturally, but if it doesn’t come naturally to you, then I recommend that you practice it because practice makes perfect. And then you start to train your brain in a different way that will enable you to just do that without with being on autopilot, without thinking.

Oh, now I have to engage with my clients or my past clients. No, you just do because you vibe with them, and the people that are coming into your world. Like for me, it’s definitely a two-way street.

Who I work with, I have a finite amount of time, and I want to be spending that time and loving on people that I genuinely like. Okay, so if someone comes into my world and I feel like it won’t be a good match, or I can’t help them, or we might.

Our personalities might not like gel. I will say no. Sorry, I don’t think I’m the best person that can help you, but I think you might like work really well with this person over here, or they might be able to help you in a different way, or I might right.

So it’s like you know, for me, I always that the relationship is there, usually ongoing, and it might be it might be me just like genuinely being interested in what they’re doing and what their day to day is over on their social media.

Okay, so this is where the really interesting relationships start, and how you can keep nurturing your clients. Okay, so I think one of the biggest questions that I want you to take away from this episode today is find where you’re ending the relationship with the clients that you’re working with too early.

Okay, how are you? Are you ending it too soon? And could you be continuing that conversation and that relationship through other means, okay, and you know maybe someone finishes a six-week program and you never speak to them again.

That’s not good. Maybe they are treated and better, and you know they got the result that they wanted, and it’s a thanks so much, catch you later. Silence. No, okay.

So instead of you know saying how do I find more clients, maybe there’s like 200 people sitting in database that already know your name that you could actually think commercially about. How can I take more of my time to help these people now that they’ve got what they needed from me?

Because I can tell you this: customer acquisition, new customers takes so much energy to find money, marketing, building trust, all the things. And I think that every relationship has enormous value, not just from a monetary perspective, but there’s referrals, testimonials, you know, repeat business, new introductions, you know, potential to collaborate with somebody else through word of mouth that you may not have ever thought of.

And let me tell you, there is so many things that have happened inside of my business where it’s like around the corner, and you can’t see it coming until it slaps you in the face, and it is, it it can be through the most absurd way that something lands in your lap, okay?

Because I think your best customers can become some of the most valuable people in your brand ecosystem, okay? So I think that you need to remember that the transaction, once it’s passed, isn’t the finish line. There’s so many more things that you can do from there.

So I think this is where strategy does matter the most, and I do bang on a lot about strategy. But if you only look at your business through the lens of social media, the solution will always look like creating more content, okay? Running more ads, getting more leads.

But when you zoom out and look holistically at your business as a whole, you’ve got plenty of customers, great retention. You’ve got an existing audience. People already trust you, but you just haven’t built the next step.

So that is a strategy problem, and what does that look like for you? And once you solve it, it’s actually very profitable commercially for your business. Okay, so I want you to do something now.

Grab a piece of paper when you can. Open your notes up. Whatever, whatever. I hope you’re multitasking while you’re listening to this episode, and write your main offer at the top, and then underneath it, write before, during, and after.

It is that simple, and this is something that I go through with my clients on VIP days that we have together. So before they work with you, what are they experiencing? And while they’re working with you, what is the transformation that you’re creating, and then after, who have they become, and what do they want now?

It’s pretty simple, okay. And then look at that final column, the after column, because that’s where you want to get really curious. What’s their next problem? What is their next goal? And what level of support does that require?

And does your business? Into that as a really natural way to be able to help them. All right, you might discover a completely new revenue opportunity that you didn’t know existed, and how good is that? Or you know your marketing is already there and it does exist, but you’re not connecting the dots.

Okay, so this is exactly the kind of work that I do inside my VIP days. I want to spend a whole day with you, okay? Zooming out on your business.

We don’t come up with more content ideas. We look at your positioning offers. Who are your current customers? Your messaging, your marketing, and what’s the customer journey?

We do look at your socials, revenue. Like, where are you going? What do you want? What’s working? What’s not working, and what is sitting there untapped, and then we work out actually well what deserves your attention more than what doesn’t, because I think that finding new customers is hard, and sometimes you’ve already done the hard part, you’ve already got them, so the opportunity is already sitting inside the business that you’ve built.

Okay, and if you’re listening and you’re thinking, “Oh my God, Hayley, I have no idea what happens after people buy from me, you have a problem, or you’ve like just suddenly realized that there’s so many gaps in your customer journey. Let’s have a look at that together.

Send me a DM. You know, I’d love to check in with you, have a chat with you, see if this is a good fit for you, and let’s have a conversation about it because I think that your next revenue stream is already sort of sitting there.

You just don’t know, and it might be a really good next step. And that’s where I’m going to leave you today. I’m going to go. I hope you have the best day.

I hope that the sun is shining wherever you are. I know that it is for me, and it’s exciting because I think summer is on the way, and I love that for myself and where I live, because summer is my jam. I love the warm weather. Anyway, bye for now, guys. I’ll catch you next week.

Here’s how you can work with me:

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