The Perfect Customer Onboarding (Step By Step)

If you don't know who I am, my name is Kyri Nahlis, and I manage some of the biggest information products on the entire planet on the back end of the businesses. For example, I work with the biggest school in the world. Uh, we do $560,000 monthly recurring revenue. It means every single month we generate nearly $600,000 in monthly revenue. That isn't like we have to sell to 500 extra people a month or whatever. We get that every single— half a million every single month because our churn rate is nearly zero. I also actually work with number 4. I work with Adrian and Synthesizers on a consulting basis. Um, and I also work with probably 5 other people on the list in the top 20 on Skool. Um, I also have multiple clients doing $1 million a month, and I have one approaching $2 million a month. I have over 20 clients I manage on a done-for-you basis. This video will essentially teach you the exact step-by-step breakdown of why you're losing clients and how to stop losing clients. And this works for info, SaaS, agency, um, home services. It doesn't really matter what business you're in. These principles are pervasive across the entire, you know, business landscape. Now, just so you know, this is actually an internal SOP that I have recrafted for this YouTube video. Um, the actual real SOP is actually way more in depth because it talks— it's actually almost like a training manual for my team and my clients, but mainly for my team. Anyways, in this breakdown, I'm going to expose to you why your coaching program, your agency, your SaaS is likely bleeding cash out of the back door and how to fix this using what I call an anti-churn protocol. Now, most founders think the hardest part of business is getting clients to hand over their credit card. And yes, that is ridiculously hard. Let's be honest, that is probably one of the hardest things to do. However, it is a massive and often fatal misconception. I'm gonna go back to Skool. And if you guys— some of you watching this don't know what Skool is, it's an online platform where you can sell coaching and courses and stuff. There has been countless Skools in the world who have been number 1, been number 2, and then they just drop. And no, they're no longer on the leaderboard. And they just— they make $100K a month for like 2 months, and then they just vanish and disappear. That's because, yes, they've mastered client acquisition but they have failed at client retention. Now with me, Spencer, and Sean, who, you know, they manage Revolve and I manage the customer success side of it, we've been number one now for— it has to be approaching a year, like maybe nearly a year. It's been absolutely absurd. And we just don't— we just haven't lost the spot. And we are going to lose the spot at some point, obviously. Someone might take us over or something. But like, that's just a principle of like retention is what really pays the bills long term. The moment a client pays you, the clock starts clicking about why you're going to lose them. And And like, no one has a client forever, okay? It's impossible. It's not possible. It's nearly impossible to have a client forever. But you can extend the timeframe you have a client by doing everything I'm going to explain in this video. And if you do not actively activate the client, like, we actively activate the client. That's stupid where I put that. And, and like, essentially, if you don't make sure to bully them into understanding that their investment was the right choice within the first 2 weeks, you have lost that client. You can quite literally have a client and smash it out so hard if you understand this activation principle in the first 2 weeks, you can keep them for 2 years. And not only is it that you will lose the client, the worst thing is they will become a nightmare client, which means that they will become a client that is so insecure about your service that essentially they're just gonna like pester you every fucking day asking you like, hey, what's wrong? Like, what's, gimme updates. What is, they're gonna be the worst client you've ever had in your life. And those clients, you— they just kill your business, to be honest with you. This is— if you're on info, it's going to be those clients who message you on school every single day. If you're on agency, it's going to be those clients who message you on Slack every day or message your team every day. If you have a SaaS company, it'll be those who blow up your support team and ask for things outside of scope, or they'll just ghost you. They'll pay you and then they'll just never fucking see you. You never see them ever again. And then, um, they churn or they fucking shit talk you on the internet. That shit is very common. And this is all consequences. Of having this kind of business model. Terrible, because if those kind of things happen, it means that you have essentially failed your client. And how am I going to put this? They will just like put a shit talk you on the internet or like that kind of stuff. So you don't want that to happen. The entire point of this protocol is to engineer your onboarding so that clients experience a massive spike in confidence after buying from you, and then followed by what I call a rapid progression of what I call the aha moment. And now this aha moment is when they feel validated in a decision to buy from you, because most people never achieve that. They never actually get that, oh my God, this was such a good fucking purchase. What normally happens is most service providers are kind of shit, and people, they have to like almost force themselves to mentally justify why they've purchased something, and you kind of cope. However, it's your job to engineer it so they get that moment like automatically almost. And by the end of this document, and it's a very long document, and like I would encourage you to watch this entire thing because there's many takeaways here that will increase your LTV, you are going to realize how much friction your current onboarding has, why it's sabotaging your lifetime value, and exactly how to rebuild it. Most businesses, they just, they just don't do this, man. They just don't know how to obtain clients. And it's not just like you hear a lot of shit like, and I do talk about this in this video, funnily enough, but you hear a lot of shit like send them postcards and all this fucking bullshit. It's like, all right, fair enough. But like, if I'm paying someone $10,000 a month, I'm not really going to care if they send me some chocolates. You know what I'm trying to say? Yes, that is actually something people do, and I'll explain why. But that is literally like tip of the iceberg, right? There's like a thousand things underneath it, a billion things underneath it that are way more significant. So there's this concept I want to talk about called the post-close valley of death. And this is essentially what you're doing wrong, okay? Now what happens is Let's quickly look at like what 99% of businesses do when they pay someone. And again, this doesn't matter, this could be info, it could be agency, it doesn't really matter. So an automatic Stripe receipt hits the inbox, okay? So about call you've paid, you get a receipt. Some people don't even give a receipt, to be honest with you. A robotic welcome to the team or welcome to the business email or whatever, you know, gets sent out. If you're an agency, it'll be like, welcome to working with us, this is the next steps. They get hit with like a 45-minute, 60-question Google Form or Typeform asking every question, every part of every branding asset, every life goal your client's ever had. If you want info, you get access to School Circle. WAP— can't even spell the fucking word— WAP, you log in, and then silence 9 out of 10 times. If you're an agency, it's really sad. It's about 3 to 5 days while team sets things up. Zero fucking client communication. And this happens in— I've got in every single client of mine, and I've got 20 clients done for you right now who doing— many of them doing a million a month, many of them doing 2 million a month, one of them is doing nearly 2 million a month, um, Even those guys didn't do this. I have one client who's doing $1.5 million a month, and before working with me, after the sale, there was no onboarding process, like no proper boarding process. Crazy work. Um, so this is what I call the post-close valley of death. And when a client buys from you, their anxiety is at an all-time high. They have just parted way with thousands of dollars. And even at low ticket, if you're charging $1K a month, let's say, in like these guys, right, they charge $1.5K a month. It's still a lot of money they've spent on you, and people are desperately looking for validation that they didn't just make a huge mistake. Any excuse, literally the smallest thing in the world, can trigger a refund. And if you're selling to cold traffic— I'm gonna underline this fucking shit— if you're selling to cold traffic, this is 10 times, maybe more, like 100 times pertinent. Like This is— people will refund for any reason, and they're looking for the smallest excuse. Hitting them with massive homework assignments, which is essentially a massive onboarding form, and then going silent is the fastest way to trigger catastrophic buyer's remorse. This is the first impression they get of you, and if the first impression is, go and do all the work for me, fill out a 60-page onboarding form, that's kind of negative. And this is particularly important in, um, the agency space. On info, depending on how you got it set up, you can do this. I'm gonna go down more later on. But if it feels like people are pulling teeth from day 1, they are already preparing to fire you on day 30 because they just, they just don't want to put in all that work because it's just not a good first impression. If I paid someone $10,000 a month, which that's— there's no reason you can't charge that much, and then they just throw a fucking 60 fucking checklist at me, I'm like, fuck, man, this is terrible. Because listen to this, they are paying you to unpack their own problems. And secondly, most onboard— this is what 9 out of 10 onboarding forms do. It's all about understanding your client's problems. Like, but what people don't understand is what onboardings actually should be is one, getting clients to the first activation point. I'll talk about later. But it's about making them think. Like, it's making them think, but they've just paid you to think. So like, most of the onboardings about understanding the client's problems. If you make them like understand their own problem, you're kind of doing the work that they've paid you to do. So for example, I don't know if that makes any sense, but for example, in my agency we don't send automated onboardings. I used to for the first year, but then I realized if I did a one-to-one call, me personally, not even an account manager, you can do account manager, but I get paid quite a lot. So we do a one-to-one call with every single client and I do the onboarding call right there and then with them. And on that call we go through all of their constraints. We go through the exact structure of their, the, what their info agency, SaaS, or whatever, however business they were going through. I understand all of their problems and I kind of do the thinking for them on that call. That means one, I build a relationship with the client, and two, in that first onboarding call, they feel validated they've made the right decision because I have basically solved all of the big problems they have because I've done this a thousand times. You can't do that on a form, you know what I'm saying? The form isn't gonna do that. However, I do that on my onboarding calls and it just fucking cooks. And that is what, or even my info clients, right? We checklist for our clients. Like this is the thing I rolled out across my, in the info space. Now every client of mine does this. And we get the clients to fill out checklist, which finds their constraints and gives them action plans and stuff. That is on the important call. It's not done on their own. Nothing is done on their own anymore. And that one of the biggest mindset shifts I can give to you, okay? This leads to probably the most important segment of all of this. Now you might be asking, what the fuck is an activation point? I've said this word a few times. An activation point is the aha moment. And it is the exact moment a new client experiences the core value of your product for the first time. The core value. And honest to God, my activation point in my business is the onboarding call, because I am so good at identifying constraints in my clients' customer success ecosystems that they're like, oh my God, I'm already happy. I've had clients who like, they work with me and they do a tweet the second we've done— we're off the onboarding call and they tweet something like, I'm so grateful that I've worked with Kyri. It gives them a moment where the sales pitch becomes a tangible reality and they're not being scammed. Because most people feel scammed in sales, let's be honest about it. Like, most people don't, don't like— they don't do good work. So let's give you some examples. So for Facebook Ads Agency, it isn't going to be getting access to Business Manager. Activation points, yes, they're like client milestones, but it's more about like the first banging one is like the— oh, I'll be like, damn, this is a great result. It could simply be it's the moment the first lead pings into their phone. 'Oh damn, I just got a lead from a fucking ad.' It could be that. For B2B lead gen, it could be the first time that a client says, 'Yes, let's have a call.' Not even book the call, it's the first time a client says, 'Let's have a call,' you know, when like a positive reply or something. For a coaching program, it's the moment they've watched the first module and understand a glaring hole in their business. Now for agency, my agency, I do done-for-you services like most of the time. This is what my one is, like if I fix a glaring— or it's not to fix. They understand the glaring hole in their business. Okay, um, it's like the client I have where we're doing like £1.7k a month or something, and only a board call, he was like, I can't believe I wasn't doing half the shit you're explaining to me. Because most people, they pay expert service providers specifically because they don't know— they don't know what you know. So the activation point is, oh wow, this guy does know what I don't know, if that makes any sense. Basically, they realize that you're not a liar and you're honest, you have expertise. So it does not have to be making a sale. It does not have to be about money, okay? It does not have to be about money. Like, you don't have to be making these people money to, you know, have the activation point. That is not what an activation point is. The activation point is a psychological phenomenon, okay? Your entire point— also another thing— your entire onboarding process should be ruthless and frictionless sprint towards this activation point. Every extra question, unnecessary meeting, every delay at any fucking point in the process pushes the activation point further and increases the likelihood of that catastrophic incidence where the churn will happen. Like, where people— where would I put it? Um, essentially, any delay in the onboarding will cause people to become a nightmare client. It will cause them to ghost you. It will cause them to churn. And that is the what most people do in their business. So it's that catastrophic bias I was talking about. So you need to essentially remove every piece of friction that reduces your onboarding points, activation, activation speed. Okay, so I've told you my— I'm pretty sure my— when I've engineered it, I have my aha moment is my onboarding call. Most people can't achieve that because like they don't actually have the expertise to give that kind of like assistance straight away, but that is my one. So Why this protocol works. Most— now what I've learned in, in, um, especially with info actually is most people, you're going to be— I'm telling you all of this shit, you're not going to implement it. And the reason you're going to implement it, you don't understand why it works. People need to psychologically understand why something works. So we're going to do that now, okay? And if you don't watch this part of the video, you're probably just not going to do any of this. So I urge you to watch this. People have paid me lots of money to learn this shit. So the strategy isn't just about sending nice emails, it's literally rooted in behavioral psychology. And believe it or not, I don't know why I have a degree in psychology, I don't fucking know why, but actually have a degree in psychology, but I did not attend my graduation, so I have no fancy photos to post. Okay, I couldn't be asked to go to the graduation because, you know, I took it— I think I took a psychology degree during COVID You don't give a fuck about that anyways. Dopamine question, by the most— during a sales call, dopamine is very high. That's the point in sales. Sales is exciting for both parties. They're excited about the future you painted if you've done a good job. The second they pay though, dopamine drops and cortisol, which is a stress hormone, Spikes. They literally leave the call from you and like when you're elated after a sales call, they're like, damn, did I just get scammed? Can I afford this? And like, I have— I mean, I'll be, I'll be frank with you guys, I've sold stuff to someone, a day later, a day later, they're like, hey, I actually can't afford this. And I was like, I could take the money back because obviously it wasn't a good fit. But like, this, this is because that cortisol spike, very normal for like, especially if you're sending to smaller businesses that do like under 100K a month. Something like that. The anti-churn protocol is made to immediately inject reassurance to the client and a quick win to combat this, and essentially replaces the anxiety with momentum. Now most people are like, cool, let's, um, let's send an onboarding form to reduce the momentum. No, that is not the case. Again, the onboarding form is another thing they have to fucking do. You need to get them— I usually sell to someone and straight away we have an onboarding call. Generally, uh, if I have time, because there's no delays. That's the most important thing in my business. I want to help these guys ASAP. So let's have an onboarding call as soon as possible, you know. But anyways, so the psychology of why you need to get someone the aha moment as quickly— it's because the whole Byzantine horse, and it's that dopamine crash. That's the reason why. Okay, so second of all, time to value degradation. Client enthusiasm degrades exponentially every 24 hours, um, they go without seeing a result. Exponentially means it might be like this, like say it's low here, right? It isn't going to go a little bit up like that and a little bit up like that. It's going to go like up here like this and like here, right? It's a little jump, but the next day it's not going to go a little jump again. It's going to go like bam, and the next day it's just going to go— I'm going to go out of it— it's going to go like bam, and the next day it's going to go even higher. Exponential increase, like that's like just exponential increase in, um, time to value degradation. And If your time to value is 14 days because of clunky onboarding, your client is already exhausted before you even launched anything. And like, people don't understand that like there's a grace period, and the grace period is way shorter than you think it is. So by shrinking your time to value, you lock in their trust early. And like, people talk about time to value in the sense that like you gotta give value as soon as possible. They don't do the inverse, talk about degradation and exponential degradation. So I want you guys to understand that. So we're just gonna over this again, the psychology of it. Then another one is the sunk cost fallacy. So sunk cost escalation. So instead of asking for a massive commitment upfront, which is 60-question forms, we ask for micro-commitments. So once they complete a 3-minute task, they feel invested. Then a 5-minute task. And we build their investment in the process so gradually it feels effortless. So the first— so for example, right, on my business and what I do is we do our— like, they buy, then I don't send them a 50-page form. I just say, let's jump on a call, a very short and boring call. We do this short and boring call. I fill out the stuff for them. Them. So all I'm saying to them is I ask them a question, I share my screen, and I'm typing things out for them. It is seamless, it is easy. They don't have to do any fucking work. After that, I send it to my team and seem synthesizes it. They send me questions back, and then, hey, let's jump on another call so we can dive deeper again, and I type things out. But it's just like, I do as much work as possible, and it's just like, you don't want to get the client doing all of the work. You need to slowly slowly increase the work the client has to do to work with you. So for example, I get my clients have to do quite a lot of work to work with me because I'm installing a whole infrastructure into their business, right? I can't ask all that to happen in the first week, you know. I've got to give it step by step. So essentially, you understand these two. This one is just saying slowly ask clients to do things. Don't just like drop them a thousand fucking things. So I just made a funny Gemini, um, this is like the peak of despair, the Death Valley, right? So like, did I make a huge mistake? All our money's gone in the wind, and their money's flying away. Like they, they, you, you've got dead clients here. You've got dead clients in the middle here. So it's just like, you know, I mean it's a stupid little chart, but essentially you die in the middle. Your client pays, the money just drifts into the wind. That's how they're seeing it. Okay. The 3-phase execution framework. Now you might be thinking, how the fuck do I implement all of these things that Kyri Nahlis has just mentioned to me? Now, luckily for you, I manage over $50 million a year in accounts for my customers. It's way over 50 at this point, by the way. Like even one of my customers, they do $2 million a month. You could do the maths and I have 20 customers. So I've literally done this trillions of times. Hey guys, just a quick note. If you're actually looking for more hands-on help than just this video, we will build and manage your entire customer success system completely done for you. Go to the description of this video and click book a call. So you click book a call, you'll get my calendar, find a time that works for you, fill in some of the questions, and me and you will have a quick chat. Phase 1 is the immediate validation phase. The goal here is to— is pure psychological reassurance. And this is like examples and ideas. Please don't take this as like gospel. Every client of mine has a bespoke version of this. I've just tried to like templatize this for like my CSMs and you watching this. Uh, the actual one I give to my real clients, my ops managers, are like 100 times more detailed than this. But like, take this with a grain of salt in a sense that you need to use your brain a little bit, okay? Like, you haven't paid me, so this is free. So the personal within 2 hours of payment, I would say the fact— if you haven't got time, you should do this. Generally, it's literally 60 seconds of your fucking time. Or an account manager, I think you should do it. Personally. You send a 60— okay, I get myself— I'm going to start. So within 2 hours of payment, the founder or account manager sends a 60-second personalized video. Hey Tom, I just saw the payment come through. Um, I'm— this assumes that you're not the— you're not doing founder-led sales, by the way. I just saw the payment come through. I'm incredibly pumped to have you on board. The team is already viewing your file, or whatever. You'll get an official email in 10 minutes with your next steps. Takes 3 minutes to fill, you know what I'm saying? There's one thing, do not— they're not the email— do not send them a list of 10 things to do. Send them one thing Usually this is booking their kickoff call or filling out a micro intake form, you know, name, content, number, primary goal, then booking the form straight away. Now, now you can send them a gift, and this is optional but it is lethal. You can send them a physical book, a branded item, or a digital asset immediately, and this triggers the law of reciproc— I can't say the word— the law of reciprocity. Now, as I said earlier, this is like optional. I don't really think it matters too much, but it is cool if you— this is like one of those things where it's like the icing on the cake. However, the cake tastes like shit, it is still going to be shit. Okay, now the law of reciprocity is when someone does something for you, you feel a urge to return the favor. And that's why, for example, if someone sends you a client, you send them a referral fee, a referral bonus as a thank you. You know what I'm trying to say? If anyone ever sends me a client, I send them a few thousand dollars as a thanks because it's a really universal law and deeply ingrained social principle that people respond to positive action with another positive action. It's kind of like training people. But like, this is just a little thing you can do, okay? I don't think this is the— I don't have many clients to do this because it's kind of like 0.5% more effective. But hey, if you're saying like a $10,000, $20,000 a month, um, package, you could send someone a $1,000 gift, you know, or something like that. Like, it's pretty cool. No one's going to be upset by that. So personal video, one thing email, gift, immediate validation. The GIF, by the way, that this— you need to make sure that when you send something, um, they get an email saying something has been sent. Okay, you don't just send it and not tell anyone. I'm going to talk about that in a minute. So the frictionless intake— now actually, I want to go backwards. So this one implies that the founder is no longer in sales. If you're still in sales yourself, book them a board call straight away. Just skip the fucking personalized video, obviously. You would have though. I would recommend your account manager send them a video anyways, um, or your CSM. If you don't have a CSM, you're doing over like 50K a month, 100K a month, you're dumb. But like, you will see a similar camera, just sends a kind of video. Hey, my name is Anna. Actual CSM of mine. My name is Anna, um, I'm really excited to work with you, blah blah, you know. So frictionless intake, day 1 to 3. And these days are a bit like, just ignore that stuff. But it's the first 3 days, this is where most people screw up. And you need to gather assets to do your job, but you cannot overwhelm the client. So you need to design a minimum viable onboarding. Now you audit your current onboarding form, cut it in half, and then cut it in half again. It needs to have the absolute bare minimum information you need to get them activated. Just ask for that, and you can ask for the rest, you know, a week or two later. You just literally need the basics. People don't want to send you thousands of things. Some clients do, but most of them don't. Then do a done-for-you setup. So instead of sending them a PDF on how to grant you access to their Facebook Ads Manager or how to like do this kind of stuff, 'Get on a 15-minute Zoom and say share screen, I'll walk you through it step by step.' Takes 5 minutes, but it eliminates thousands of back and forth and shows that white glove service. And this includes info, by the way. I have lots of, um, info clients where we do a lot of done-for-you services. And I've done a video of mine, nearly 2 years old now, talking about the whole done-for-you side of info that people are now talking about on YouTube. This is like the 27th of February in But at this point in time, there's a little trend going on. All the big gurus doing done-for-you shit in their info products, and they're faking to start agencies. Hey, I'm telling you, I've been doing this for 2 years and it fucking works. Anyways, phase 3, the engineering, the quick wins. They, you know, this is the first 14 days. I'm going to give you some examples. You might learn a thing or two. Activation points, first win with our system in the info coaching, okay? Because your sense, usually in info coaching, you're selling a system. This is about getting a win in that system. So day 4, 4 to 5, get them to run a database reactivation campaign to their old leads using your scripts and your templates. That could be the first win. Personally review 10 of their DMs and rewrite them alive for them on a call. That could be your first win. Day 14, show them a before and after screenshot of the revenue reactivation campaign. I'm going to talk about why we do this in the end, because that— you might be like, that's not actual, that's not a thing. It is a thing. This is called a good news bandit. I'll explain that in a moment. But essentially, you just get them to run a reactivation. You have to get instantly— how quickly can you get them a win, you know, something like that. And the personally review part for info is powerful. Even if you send them a Loom and then you like reframe their mind somehow, massive win. So B2B SaaS, first actionable insight from our dashboard or first automation is now live. So they thought within the first 4 days, get one of your CSMs to import their data, set up a high-impact dashboard so they can see the KPIs, turn on the first automation. Could be a churn alert, an abandoned cart, could be trial expiry pings. Say doing an e-commerce B2B or some shit. Review the insights and show the decision they made that they couldn't before. Now day 14 is the— is what I call a good news bandit, and I'm gonna explain that again, okay? You're gonna see a trend here that the— for the— within the first 2 weeks, you circle back and show them how they have to win. Local services launch, and again, I've just kind of copied the first one. Again, first new booking from your work, launch a 3-text reactivation campaign in the first 4 days, install Google Map Reviews flow for customers today, And then day 14, present number of reactivated bookings and new 5 stars gained. Okay, so in the first 2 weeks you have reactivated their clients, they have now got better Google Map review request flows, and they have got 5-star reviews. This is for local service businesses. Powerful stuff, man. The first 2 weeks you've done a relationship for them. E-commerce, direct— the e-commerce direct-to-consumer win-back emails, SMS to call buyers. Yeah, I've just seen the trend, right? I'm doing things that is easy to do. They already have buyers, so let's just reactivate the clients. Implement a simple bundle, free shipping test, do something quick, you know, first 14 days. Show incremental revenue from the win back and up this— again, you're showing them the win, you're seeing the trend. I'm not saying that again in the last one, okay? Agency activation point, first leads generated of our system. So clone the best performing ad offer and deploy it to warm audience first. This way, retargeting ad Rewrite and relaunched it to a higher traffic offer, um, with like the fixes you like. This is just like a, a thing is like they've always got a best adder offer and you can fix it. So this is something my agency— just forget what that means for you— but essentially relaunch it and then report on the new stuff. And you can literally template this in your SOP as like define activation point, choose one of the activation optimization play. So like choose something For example, where it's like, for my agency, this is a real one, my reactivation with the optimization play is in the first 14 days of working with me, I want you to email every single churned customer you have this specific shit that I have in an SOP, which I'm not going to share with you on this call, on this video. And usually you get buyers from churned customers. It's a very specific win-back campaign I have. We execute it. We have an SDR who sets those people usually because of the high ticket. Or if it's MRR, we set them. And then the first 2 weeks, hey, we just got you guys back $100K in the first 2 weeks based on what we did on day 4, you know. And then you quantify that, present the win. Each new client gets a real win before they've even finished the onboarding. And this is why they stick and pay. Most people don't even onboard a whole client in the first 2 weeks. They're still fucking around. We're getting wins and case studies in the first 2 weeks, you see. Now, copywriting frameworks. And this is the next step email. And if you're still here, congrats, because this is like getting— it gets juicier and juicier. The value here just gets more and more. So the onboarding email should never be an encyclopedia. And if you don't know what that fucking word means, it means long as fuck. I have had clients who are doing $1 million a month, and that's obviously not my biggest client. I've got one who's approaching $2 million now, but their onboarding was longer than the entire Game of Thrones novels. I know that's not what they're called. Something like 100 individual automations that just get triggered as well. It's fucking insane. I've got my, um, my, my, I would call it, um, ecosystems team to look into, look into their shit and cut down to like 4 or 5 emails. And I think we cut it down to like 10 automations, nice and simple. And here are some examples of the emails we send. So the current state, again, this is like I've tried to make it high level for any business model, like info, agency, doesn't really matter. But current state, your account is provisioned, or we're setting up your account or whatever, you know, like, or if for mine, if I'm recruiting someone, a CSM or an ops manager or an account manager or whatever, it would be cool, We have, um, written your job description and we have launched a campaign. State the current goal. So this is, we've launched a campaign to get your first, um, batch of 10 CSMs recruited for you by Tuesday. Same call to action, I need you to click here and approve the, um, the job description so, you know, so we can actually go— so you're not sure, so you're happy with it, you know. And the consequence, if it isn't done by 5 PM, it will delay our launch. So by the way, this is just like one big email, you know what I'm trying to say? This is just one big email explaining all of this shit. So state account status, state the goal, they need one call to action and cost of action. I think this might have been a bit confusing when I said this is one email, okay? So it's like, cool, we've started your account, it's like we've written a job description. I kept the— so imagine recruiting your CSM is we have written your job description, the goal is to find you a good CSM, the single call to action, I need you to click here, approve the job description, and, you know, approve the job description. If it isn't done by 5 PM today, it will delay the This one, the cost of inaction, is so important because it flips the frame of the client and it makes them have— it makes you have— how am I gonna put this? It makes the client feel like they have to catch up to work with you in the sense that you're actually doing so much work for them, they have to catch up. And that's a good thing. It's not making them work in the sense that it's putting cognitive load on them, but it's making them feel like, damn, these guys care about me, they're actually chasing me to get shit done, you know. So here's some— I'm just gonna give you loads of examples, okay, because like I've got B2B examples, I've got info product examples, ecom examples. And this is just the tip of the iceberg in our agency. So day 1 micro push, activate your dashboard in the first 2 minutes. Your analytics workspace is live and ready to get your first report generated by it. By this day, I need you to complete one step. Please log in and connect your Stripe account. Here's 60-second walkthrough showing exactly how to do it. And then there's like a Loom video. Okay, again, you need to do— you need to make it as simple as possible. Ideally, I actually think I can improve the script already, is reading it. I would have my CSM go on the call with them and doing it. Okay, so I'll say, hey, book your online booking call, do this important call. But anyways, if not, If this is done today, your first revenue report will be done within 24 hours. If not, we won't be able to put any data and your dashboard will stay empty until the connection is made. So I'm trying to say that's like an analytics platform. Say you're on HiRez or something, I don't fucking know. Hello, Alex Becker. So next thing, next thing, info products and online courses. Your first win inside the program. Hey, first name, your course access is all set up. You can log in anytime. To make sure you get your first result this week, I need you to complete the orientation module 'Click here to log in, watch volume 1.' So, 'Watch lesson 1 and submit current state worksheet at the end.' Now, again, I actually get my CSMs to do this for my clients, but some guys don't have a CSM. This is what I do. 'If you do this today, we can review your sheet and send you a personalized plan by tomorrow. If you skip it though, the rest of the material will feel generic and you'll move through the program much slower.' So you need to say to them what will happen if they skip. And this is engineering the activation point, okay? As I said, you have to engineer, and you engineer it by positive and negative reinforcement. This is negative reinforcement, telling them what will happen if they don't do the work, okay? So then you say to them, once you submit the worksheet, hit reply with your orientation is complete and we'll review it. So a coffee shop subscription for an e-commerce brand. Your coffee shop subscription is active. And by the way, this isn't tailored for like copywriting, as in like most. This is just literally about onboarding. Okay, so your subscription is active and queued for the next roast cycle. To make sure we ship you the beans you actually enjoy, I need you to set up your taste profile. Click here to answer 5 quick questions about how you brew and how you like your coffee. If you fill this out today, your first shipment will be roasted to your preference. If not, we'll send out a default roast which you might not taste, you know, which you might not like the taste of. Once you're done, um, you'll see a confirmation page with your flavor. It's just an example, right? This is like— and say you know that every client who— this is the example. This example here is every client who fills out the questions of what coffee they like the best, they stay 20% longer. This is how to engineer that. Okay, now this last one I think is a bit lazy because I think, um, this should be an onboarding call as well. I think all these should be done onboarding, good to be honest with you. But obviously not this one because you're not going to do an onboarding call for e-com coffee subscription, but You go, as I said, take as a grain of salt, take it. This is very high-level principles. Marketing agencies, paid ads. We finished setting up your campaigns and tracking inside your ad account to go live by insert this date. I need approval from you today. Please click this link, review the campaign name and the budget, and hit approve. Here's a 45-second Loom showing what to check. And by the way, this should be done via Slack and not email. I'm just— it's just in an email format so you can understand it. If you approve today, the ads will be live within 24 hours. If we don't have approval, nothing will run and we will miss our launch window. So you have to really give them the negative feedback. Coaching and masterminds. Your— again, your membership portal is active. To get you plugged in, um, I need to complete one small introduction task. Click here to join the community and make a post using this template. And then you have like an actual template. Then comment on two other people's intros. If you do this today, you have people to connect with before our live first call. If you don't, you'll join the call without context or without any connections, which makes it harder for you to get support. So this is actually something now in all of our info clients, we get the CSM to do on the call. We literally have the CSM copy and paste the template. We open up Skool, um, the CSM copy and pastes the template onto Skool, and then they fill it out for the client, or they, you know what I'm trying to say, or they, um, get the client to do it. It's just basically you have to do this in a done-for-you format as much as possible. Now you might be saying to me, Kyri, my, my service requires a massive amount of technical data up front. I can't shorten my onboarding. What do I do? I promise you your business isn't that complicated. I promise you it's not that complicated. You don't— and also you don't shorten the amount of information, you stagger it. Like in, in building muscle in the gym, progressive overload. You don't start by doing everything up front. So for the clients, you ask for the top 20% of info you need, and then a day later the next 20%. So you slowly ask them more and more and more because you're not going to need everything all at once to build, say, like You're boring them with VSL, you're writing their scripts, you're doing all of this shit, right? You're doing the landing page. You put only one thing at a time and you think by asking for everything at a time it's gonna make it easier for you. It might make it easier for you, but not for the client. So alternatively, you could scrap the form entirely and extract the information conversationally during a 45-minute kickoff call where your film— so where your team films the form out for the client. This one is so important. If you do need to have the whole technical call and it's very in-depth and very long, you have to do it for the client. Okay? And as I've mentioned before, this is what I do for my clients and it is 100 trillion times more effective in a month than, than just standard onboarding calls. We actually do as much as we can on that onboarding call. And my agency has a 2-year-plus LTV. And I don't know many people in the agency space who can say they have kept their clients for 2+ years. Like, that's fucking absurd when you think about it. So I sell high-ticket consulting. We didn't have a high-ticket activation point. How do I define my quick win? So I'm gonna be very explicit with this. Your quick win is a mindset shift or an immediate bottleneck remover. If they paid $10K for consulting, within 48 hours you should review their biggest constraint or problem and send them a Loom saying, stop doing X and start doing Y. Do that today and tell me what happens. That is an activation point. And it sounds simple and stupid, but I have done that. For example, I have a client right now, actually spoke to me last week, who I helped reframe his mind on upsells. He was going to sell something for $20,000. And I was like, no, bro, the reason you need to not sell at $20,000, sell it for $50K is because this, this, this, this, and this. He then went around the next day and sold it for $50K. That was an instant activation. And he had a mastermind recently and he even said it during the mastermind live as well. He was like, hey, Kyri actually helped me reframe my mind and basically sell for more. That was a mindset one, and it was nothing to do with like a straight— that wasn't like a traditional activation point, but that was just, uh, damn, this expert has used their advice in a way that really fucking helped me reframe how I think. And thinking is the whole point of business anyways. And a quick win can literally be anything. For example, with Apple, right, it's their fucking packaging. Like, have you ever bought an iPhone and then like your way you're opening it, you're like, oh my God, this is such a premium product. That is not an actual quick win. That is not a quick win of the you open the phone, it's easy to set up. That is, I have bought the thing, me opening the thing is fucking an amazing experience. I have purchased the right phone. That is— why do you think Apple spends so much time doing this shit, making their packaging so amazing? It's because they know the entire experience is part of activating the customer to stay for 20 fucking years, you know, buy every iPhone every year. Now another dumb objection I get is, isn't sending daily emails during onboarding going to annoy my customers? Now clients are never annoyed by communication that brings them closer to the result they have literally paid for. Just think about that. I'm gonna say it again. Clients are never annoyed by communication that moves them closer to the result they have paid for, but they are annoyed by irrelevant spam or being kept in the dark. If every touchpoint brings in clear value or direction, they will respect you as a leader and respect your authority. However, they are mega frustrated when they don't know what to do to move forward. They're unsure if they're on stock or they're falling behind. They aren't sure how or where to get help, and they feel they've been left alone after paying. Those are the main things. And irrelevant spam is them— this is all that shit. Like, they don't care with random messages. Every message you send has to actually be relevant to pushing them forward to their goal and not just for like, why are they asking me all of this fucking shit, you know? Let the client above who's doing nearly $2 million a month, um, I can't be able to find it, they sent like a billion emails to their clients, completely needless. Okay, so you've seen the framework and the ideas here that I've spoken about, and I'm going to give you the rest of the anti-chump protocol that, let's be honest, most of you aren't going to implement, but probably should. And if you stop here, you're just putting a band-aid on a gunshot wound. And to achieve 8-figure retention, you must move from activation into indoctrination. And the way I do this is what I call the First Blood Celebration. And I alluded to this earlier because a quick win isn't enough. And I actually lied to you. If I said that at the start, you guys would have clicked off the video. A quick win isn't enough. It isn't enough because a client won't even realize that they've won. You know, business owners traditionally are too busy to even understand their own lives, let alone the small fucking wins that you're providing them. So it's your job to frame the win so they internalize it, okay? And if you generate a lead and don't highlight to the client, they're just gonna assume it was a fluke or one-off lead, or they might miss the whole fucking thing entirely. Your client might literally miss the win because you didn't highlight it in enough. So I— this— a mentor taught me this term, which is pretty funny. Um, you need to be what you explain as a good news bandit, and you also must attach the win to the long-term identity. So you need to literally be a bandit for good news. The first win celebration— so again, one of my funny AIs— is this important? They're stressing about taxes, and this, this is your client stressing about taxes. He's got a thousand things to do, this coffee's getting fucking cold, he's too cold, he doesn't know what the fuck he's doing. However, you need to pop up out of fucking nowhere and show them how you've gotten them a result. Hey, hey client, here's the win that you paid us for. And they're like, oh my God, great. You know, this is what you need to do. You need to be a bandit. It's good news, good news, good news, good news. Spam them, okay? That's what you have to do. Now I'm just gonna let you look at this for a few minutes. I'm joking, just that is what you need to be doing, okay? You need to be the bandit. So next Define the win for your offer. This is just to get a bit more tactical now. So you need a precise operational definition so your team can't misinterpret it. For agency, again, please, this is high level. For agency, first qualified booked call from a new campaign. For customer success, which is mine, uh, first onboarding call is completed, first student has hit a new milestone, or first clear drop in churn or rising upsells. Easy, easy as shit to be a bandit for those ones. Coaching, the client has done their first completed action and first measurable result tied to the action. Okay. Constraints. So happens really fast. So this needs to happen within the first like 72 hours. It needs to be measurable. I don't know why I call that constraints, but it needs to be measurable and it needs to obviously has been caused by a process. So, so this win needs to, as I said, it needs to happen fast, it needs to be measurable, and it has to— obviously it's happened because of you. If I go up to my client and I'm saying we did X, Y, and Z, like let's say like the student completed their milestone, and they're kind of like, how the hell did that happen? It's because I didn't explain to the client all of the, the things that the CSM is doing to achieve that win. You know, the good news bandit behavior. It is literally, quite literally, your job as an agency owner, as an info owner, as a SaaS business, to train your team or yourself to aggressively collect and broadcast good news. Every first win message should follow this structure. State the win clearly. Hey bro, you just booked your first call from our new funnel. Sarah at 7 PM— at 3 PM Thursday wants to talk to you. Link it to the action. This happened because we did this, this, this last week. Attach the identity. I don't know if I'd work like this, but like, I'm trying to be general. But this is what it looks like to run a structured data-driven team. For me, it would be like, cool, we just, um, got our first upsell. This is because, you know, that upsell we implemented last week. Isn't it fucking cool to have a customer success team now that runs on autopilot that you're not involved in anymore? I would generally do a sort of call and be like to my client, do you remember how long you used to— in a jokey way, I'd be like, do you remember how long you used to spend on Slack messaging clients all day and how boring that was? Um, and let them understand their new identity, or rather, rather than identity, their new, their, their, their new reality, you know? So like, state the win, link it to an action that a client let you take or that you took, and identify it to their identity, attached to their identity or their new reality. And then post the next milestone. Next week, we're gonna do the exact same, book you 5 more calls in the next 10 days, and then normalize it. This is just a starting point. And again, it kind of ties back to number 3, but this is a structure you can follow. Feel free to change it a little bit, but it's like, again, you're Good News Bandit, okay? That's what you have to be doing. So if you've read this far and you aren't currently opening up your CRM to delete your 20-page onboarding form, you are choosing to stay broke or you're choosing to lose customers. Most business owners are actually just glorified technicians running a leaky bucket. They don't— they just lose clients every fucking 10 seconds. They focus 100% on the hunt and 0% on the mill. And this Andy Churn Protocol is here and designed to stop you being a commodity and be an essential partner in your clients' businesses. I have literally taught you the psychology of why this works. I have taught you the phases of how to make it work. I've even given you scripts for free. And this is the difference between running an— I say an agency, but a business that scales to $10 million a year and one that dies at 50K a month. Like, this is quite literally the difference in my opinion. And yes, there's a thousand times more than just the first, like, ruthless obsession in the first 14 days, but this is one of the biggest advancements you can make on the battlefield for your business if you can actually achieve this. Okay, so it's real. I want you to act of speed, and I want to add to what I call professional dominance. You really have to, like, dominate this first 14 days. So let me conclude by saying, if you want to scale your business to 7 figures and you're stuck because you're maybe supply constrained, fulfillment constrained, the customer success constrained, or your backend is a nightmare, or you're like, you want to hit 8 figures but you can't because of the same reason— like, say you want to hit 7 figures, 8 figures, you're just constrained because of customer success— press the link in the description below and I will personally show you how you can make the transformation right now. And unlike most people who sell you this shit I'm gonna be honest with you, we are not oversubscribed because our fulfillment is amazing. And I don't have to say like use fake scarcity like most people and say, oh, we've only taken 5 people this month because, you know, um, it's a really hard system. No, we can't be— I can take infinite clients because I have the best customer success infrastructure in the world. So book a call if you want to scale and get a done-for-you customer success infrastructure installed into your business to get better results. Drop your churn and free you up 40 hours a month. Okay, well, I said no, fuck that, 40 hours a week. Like, you'll get essentially gonna get full-time staff member in your business, 40 hours you're gonna get back. It's free, it will be specific to your business, and worst case, you will leave with a clearer plan to improve your delivery. Talk soon, and product is king.