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Estd 4.22.2023
Below is an approach inspired by our book, Price to Scale:
• Directly target those key moments in the customer journey – the “value moments” – by designing your onboarding so that early engagement smoothly transitions into deeper, fee-based implementation and training services. As we discuss in our book, many companies traditionally offer onboarding for free. However, when you reposition certain onboarding services as premium (for example, through detailed training or expert implementation), you not only signal quality to your customers but begin generating revenue right from the start.
• Consider using a staged approach: offer an initial, free introduction to your product that confirms its immediate value, then introduce additional layers (personalized training, dedicated support, or advanced implementation) as fee-based enhancements. This not only drives engagement but also helps build stronger customer relationships over time. Our book details how this strategy makes customers less likely to push back on fees because they expect to pay for those added levels of service.
• Leverage clear communication and education during the onboarding process so that customers understand both the benefits of the paid enhancements and the rationale behind the pricing. This transparency builds trust and helps prevent resistance, as seen in our case studies where educating sales teams and customers alike led to smoother contract negotiations and improved long-term revenue streams.
In summary, optimizing your onboarding flow requires a balance: start with a free engagement to demonstrate value, then strategically monetize the deep-dive services that help your customers succeed. This approach, as outlined in Price to Scale, not only drives engagement but also creates an immediate and scalable revenue stream.