David Jenyns maps out the "critical client flow" using his old rock-and-roll clothing store as an example: customers enter, browse, try things on, hit the counter, get upsells, and you capture their contact. Keep the diagram simple and linear, focused on what customers actually do, not what you think they should do.
There are many flavors to different businesses. There is no hard and fast rules. I used to own a rock and roll clothing music store and I was doing this presentation to a little EO forum. Do you guys go along to those? I think everybody does. You have to. Don't you got those little groups that you go to? So I was doing a little presentation to one of those and the lady in the room said, ah, but I own a jewelry store. My business is different. I don't send out proposals. We don't really have a sales process in that. Like not a structured. They don't sit down with a salesperson. What happens is they walk into the store and then we sell them. And I said, oh, perfect. You couldn't have picked a better example. I used to own a rock and roll clothing music store. We had a critical client flow. People, we'd get them into the store, they'd walk into the store, they'd start looking around, they might look at the T shirt wall or whatever. Then the next step in our critical client flow was to get them into the change room because that was one step closer to making the sale. Once they're in the changing room and they get up to the front counter, we would then upsell them stickers and patches and buttons and stickers and things like that. Then at the end we'd make sure they were on the database so that we could continue to market to them. So we'd grab their email address on the way out. So every business has a critical client flow. Just because I've done service based business, you, you might have to tweak it if your business is slightly different. The other things that people do wrong at this stage is making it too complex. Try and work with the boxes I've got. It's okay to have less, it's okay to have a couple more. But if you're writing really detailed, intricate plans, then you're way overthinking this. Also think of it in a linear order. In the rock and roll clothing music store, even though we had a linear process, that's just best practice. But if I had someone walk in and they picked up an ACDC T shirt and they walked up to the front counter and said, I'd like to buy this, I'm not going to go, wait, wait, wait. You got to jump in the change room first. Because that's the way our process works. So the critical client flow isn't about forcing the client. It's like, what is the next logical step that they should take? Assuming they haven't yet taken it.
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