Don’t Skip “LEG” Day
When we teach metrics to business owners, we keep it simple.
Two of the metrics we teach in The Incubator are ARM (average revenue per member per month) and LEG (length of engagement). These are TwoBrain terms, but their simplicity is making them popular with others, so you’ll see them on software platforms and dashboards everywhere soon.
ARM is really a measure of sales and marketing. LEG is really a measure of your operations.
Each is a multiplier of the other. Amazing operations with no sales? You’re multiplying by zero.
Great marketing with low prices and poor retention? Zero. Failure.
We work VERY hard on sales and marketing. But our specialty is retention, and good retention isn’t about birthday cards and automated emails. Good retention is about systems.
What’s at stake here? An extra $45,000 per year for you, without attracting one. single. extra. client. or taking on one. more. dollar. of. cost.
But let’s make it simple: If you charge $200 per visit, and keep a client for 1 visit, then your marketing efforts were worth $200.
If you keep that same client for two visits, your efforts were worth $400.
If you keep that same client for a year, your efforts were worth $2400.
If you keep them for ten years, your efforts were worth $24,000.
And the cost to acquire them was the same in EVERY CASE!
Here’s how we improve LEG through mentorship:
Clear definition of roles. We want ONE person on your team responsible for tracking clients. This gives that person a clear focus, for a few hours every week.
Clear definition of success. We measure success by increased LEG. Are you getting better at retention, or not? If not, we give you followup actions.
Gold standards discussion. What are the best businesses like yours in the world doing?
Mapping the client journey. What happens, and when? Listen to our podcast about it here.
Setting up automations (flags, emails, actions, rewards, badging) along the client journey. Really, all the talk about “ten year gifts” and “sending birthday cards” is irrelevant without a system behind it. Those are all good ideas, but start at #1 to make sure you can do them consistently. Imagine sending half your clients a birthday card or PR text, and not the other half…
Tracking LEG long-term. We want to know your LEG score every single month. Some software platforms are getting really good at this.
We work 1:1 with around 500 clients from every continent in the world. We can’t visit every business in person. But using metrics like LEG gives us critical, unbiased insight into their operation: if their retention score is low, we know there’s an operational problem.
Every one of us thinks our business is nearly perfect. We think our systems are amazing, that our clients “get us”, and that we’re building some kind of emotional bank account with them. That’s a fantasy. If your service is bad, your clients will leave. And they should.
We’re blind to operational problems because we think our kid is the most handsome in school.
“Every girl should love you, schmoopie! You’re mommy’s handsome boy!”
That’s why we need objective data, like LEG. And we need to track it over time to see the effect of our changes. Because we’re also totally enamored with our own ideas: when we start something new, it’s the best idea everrrrr, and we tell everyone about it.
“My baby’s got a new haircut! Everyone else is jealous of you, snugglemonster!”
But is the new idea having any real effect? Unless we’re measuring LEG over time, we don’t know.
Objective measurement like ARM and LEG helps your mentor remove personal bias from your business and give you clarity. It helps us prescribe action and build your profit. Sales are fun, but (don’t do it Chris) without retention (resist!) you won’t have a (he’s gonna do it!) LEG to stand on. (groan.)
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