October 14, 2025
Alex Hormozi calls it the look-back window: customers don’t judge you on the lifetime of results you’ve given them, just the most recent ones. In this episode of Bringing Simplicity Unfiltered, Judy and Greta explain how to design your billing and fulfillment for better client retention, so churn is less likely, clients stay longer, and you can even double your cash flow up front.
Greta and Judy pride themselves on low churn. You can’t build a profitable business with consistent churn, and they’ve built three businesses to seven figures in under a year. Here’s how they think about it.
It’s not “what have you done for me?” It’s “what have you done for me lately?”
In a recent interview, someone asked Greta how she handles failing ad campaigns. She had to laugh a little, because she hasn’t had to problem-solve campaigns that weren’t working at all. The “negative” campaigns lately have been ones that historically produced a 10X+ ROAS (put in $1, get $10 back) now producing about 6X. Most people would celebrate a 6X. But when a client is used to 10X, and you’ve already made them $400K or more, it would be easy for them to say, “You’re not performing like you used to.”
We bill clients monthly, which means every month when they pay, they’re asking themselves whether they got a return. To get ahead of that, Greta sends weekly updates. Even when ROAS dips from 10X to 6X, she explains why, what we’re doing to improve it, and anything we need from the client to help, like “We noticed this is negatively impacting ROAS, so here’s what we need from you.” She acknowledges it before the client has to ask.
To do that, you need systems. Our team collects data daily, so if a client wants to meet right now, the numbers are ready. Different clients prefer different formats, like written updates, visuals, or video, so ask how they want to see results. If a client has been burned by media buyers before, they’ll want to know exactly how you’ll show whether you’re getting results.
Showing lifetime results matters too. If one week comes in at 4X, you can show the whole picture. Judy compares it to an athlete who has a bad game. You don’t cut a player after one bad night. You look at their full stats.
Hormozi’s other recommendation is to avoid monthly billing. If you bill quarterly or yearly, there are fewer moments when clients stop and ask whether the service is worth it.
That doesn’t fit every business. We bill monthly, and that works for us. Some services, like an annual air conditioning plan, naturally fit yearly billing. If yearly feels like a big jump, Judy suggests two options:
Some people won’t have the cash for an annual payment, and some will have too much ego to tell you. Offer another option, like a monthly plan, unless you’re targeting large enterprise companies or a very premium audience. Judy knows of a matchmaking business that charges $100,000 a year. It targets high-end executives, not everyone. Know your audience, and if you charge a premium, have a strong guarantee and plenty of testimonials. Running ads is one of the fastest ways to learn what your audience will pay.
Whether you go monthly, quarterly, six months, or yearly, recognize what a cash influx can do for your business.
For coaching programs we build, a typical pricing structure might be $15K paid in full, or $3,000 a month for six months. Paying in full essentially gets you one month free. We don’t incentivize it so much that we expect everyone to pay in full. We incentivize it enough that people who have the means do. We’re looking for roughly 10% to 25% of buyers to prepay.
That cash fuels growth without running out of money:
Better delivery leads to stronger testimonials, which lets you raise the price of the program over time. Meanwhile, monthly payments create consistent residual income.
Here’s the truth: billing terms by themselves don’t increase retention. These do:
Immediately after someone buys, schedule an onboarding call, one-on-one if you can. It shows you take action on your word and lays out how you’ll get them results. Then create activation points, especially in the first 10 days after purchase.
When a new client asks how soon we can start, our answer is “now.” The whole team can shift without taking anything away from current clients, because of the people around us. We have VAs dedicated to data and reporting, to tech, and to customer experience, like making sure client messages get answered quickly.
Ask yourself honestly: can you over-deliver with a “wow” experience, like a Disney-level experience for your clients? If not, you may need to hire. Our three key VA roles are what helped us scale every business to seven figures.
Part of why we move quickly is that we make decisions like monthly vs. annual billing fast, then move straight to how we’ll execute and who will do it. Our motto: messy action makes us millions. That’s why some competitors seem to move so fast.
Ads are only as successful as your ability to deliver once people buy. One of the first questions we ask anyone who wants us to run their ads is, “Are you ready to onboard 10 new people?” If the answer is no, they’re not ready for ads.
Take a minute to walk through your funnel from start to finish. Most people stop at the purchase. Go all the way from the moment someone first experiences you to the moment they finish your program. What are your touch points after they join?
It’s the idea that customers judge you on their most recent results, not the total value you’ve delivered over time. Each billing cycle is a moment they reassess.
Fewer billing moments means fewer chances for clients to reconsider. If yearly feels like a big jump, start with quarterly billing or make the annual option an obvious deal, and always offer a monthly alternative.
We aim for about 10% to 25% of buyers to prepay. Enough to fund ads, payroll, and better delivery without depending on it for all revenue.
Schedule an onboarding call immediately, create activation points in the first 10 days, report results proactively, and make sure your team can over-deliver.
If you want offers, billing, and fulfillment designed for retention and growth, see our services or reach out to us.
Want more? Watch every episode of Bringing Simplicity Unfiltered on our YouTube channel.
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Bringing Simplicity is a full-service marketing and Meta Ads agency helping established online businesses scale proven offers through paid advertising, stronger systems, and smarter strategy.
