Aftercare: Taking a Next Step With Clients

Aftercare is defined as “subsequent care or maintenance.” When I had surgery several years ago, part of my recovery included aftercare. It involved a visiting nurse coming every couple of days to check in and perform any procedures that needed to be done. This got me thinking: Why don’t speakers offer the same thing?

I define aftercare as a follow-up service that helps the client accomplish more than could possibly be done in a single speech. After your program, make a follow up “thank you call” (See Book More Business: MAKE MONEY SPEAKING Chapter 47) within 48 hours of the event, and look for ways to take a “next step” with the client.?

I did this very thing when I was doing sales programs, and an interesting thing happened. Several times I made more on the aftercare than I did doing the speech! In fact, many times the speech was more like a paid showcase!?

Consider this: After bringing me in to do a sales program I would call and say to the decision-maker, “Do you think it would make sense for me to work with your sales managers to make sure they’re applying my content?” Think about it! It’s a hard “no.” It’s hard to say, “No, thanks. After spending thousands for your program, we don’t care if the new ideas are implemented.” I want it to be hard to give an immediate “no.” Further: Aftercare can be a great negotiating tool. Include an element of Aftercare to not have to discount a program.

(Note that aftercare can apply to any topic. If you present on leadership, your work would be done with members of the management team.)

When I approached clients after my sales presentations, I typically offered three options. 30, 60, or 90 days. Options I offered were weekly sales meetings, coaching individuals, email responsiveness and more.

Aftercare can be a great addition to your bottom line. One of the most terrific benefits is that you become a resource for your client rather than a mere speaker!

What services could you offer on your list of aftercare services?