Kenny Chapman (the "blue collar coach") presents a short coaching video on relationship-based marketing organized around three phases: before-unit (initial messaging and offers to attract and earn trust), during-unit (front-line execution: customer service, sales, and education), and after-unit (follow-up, surveys, reviews, newsletters to retain clients). He emphasizes that success depends on treating each phase deliberately—many businesses drop the ball after the sale—and gives concrete follow-up tactics to keep clients and generate repeat business.
Chapters
Hey, my friend Kenny Chapman here, the blue collar coach, coming to you with a message this week about relationship building. See, I believe that relationships can be tied to all the success that you have in your life and your business. And yet sometimes we don't focus on relationship based marketing, relationship based selling, relationship based communication, relationship based education when it comes to our clients. So today I want you to just think about three different things. One of the things we talk about is before unit, during unit, and after unit marketing. Meaning that in the before unit, that's when you originally are touching your client, potential client, with a message. You've got your messaging down, you've got your communication down, you've got your offers, you've got your hooks, you've got your grabbers, you've got everything you're doing in order to get them to pick up the phone, take action and call you in order to solve their problem. Wants, need or desires, right? So depending on how this messaging lines up up with a relationship for them to feel understood that you really understand them as a company and then build that trust on the front end in that before unit marketing, before they've ever spent a dollar with you, that relationship is completely going to affect how well everything goes from here, right? So once we finally get that relationship opened up, right, we haven't solidified it yet, but we've at least opened the door to it, then we move to the during unit. Now, this is where the rubber meets the road, if you will. This is where your front line gets out. They execute depending on how effectively you've trained and more importantly, how effectively they execute, that will be completely indicative of the relationship that you have. That's going to be when they experience your customer service skills. That's when they're going to experience your sales processes and how well you educate and communicate them based on their wants, needs and desires related to your products and services. That's during the actual call. That's where everything really happens. That's where most home service companies drop off right there. I got the call, I got the client, we did the work, now they're ours forever, right? Absolutely wrong. Most people drop the ball when it comes to the after unit marketing. One of the things we're going to talk about at our sales and marketing event here in less than two weeks now in Florida is the importance of that after unit marketing. Once you get a client, they're not yours forever. They're not thinking about you, they don't even care about you. So therefore, you've got to stay in touch you've got to go back to them, survey them, ask them questions, ask for online reviews, follow up with hard copy newsletters, follow up with email newsletters and quality information that creates value for them based on your goods and services, as well as enhancing their life in a positive manner. When you bring these all together and you focus on building relationships before units, during unit, and after unit, now you're set up to succeed and you can get more clients coming in your funnel. Hold on to more clients going through the funnel, and then ultimately have more clients calling you back over and over again. And that's where your success lies, my friend. I'm Kenny Chapman, the blue collar coach. Focus on relationships and watch your results skyrocket until we talk again. Have a better than fantastic day and we'll see you real soon.
