# Nurture

> Pre-sale lead nurture (response, booking, show up) and post-sale retention (LTV, churn reduction). Four Pillars, 5 Horsemen, 9-step Churn Checklist. Use for show rates, follow-up sequences, retention, churn.

- Skill: `donatassimkus/nurture` (Agent Skill, multi-file: 5 files)
- Install (CLI): `npx skillmds@latest add donatassimkus/nurture`
- Raw SKILL.md: https://api.skillmd.com/api/skills/donatassimkus/nurture/raw
- Safety review: pending
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: Coding & Dev Tools
- Author: donatassimkus (https://skillmd.com/u/donatassimkus)
- Updated: 2026-09-17
- Page: https://skillmd.com/skills/donatassimkus/nurture

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## Nurture Skill — Lead Nurture + Customer Retention

Two distinct domains in one skill. Pre-sale nurture maximises throughput from engaged lead to shown appointment. Post-sale retention extends LTV and reduces churn through marketing and lifecycle actions.

Frameworks drawn from Alex Hormozi's `$100M` body of work: the Four Pillars of lead nurture, BAMFAM, the ACA framework, the 5 Horsemen of Retention, and the 9-Step Churn Checklist.

**Project context is loaded from the active CLAUDE.md. Apply these frameworks to the specific business, audience, and goals from that context.**

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## When invoked

`$ARGUMENTS` can be:
- A pre-sale topic (show rates, follow-up, booking, speed to lead, reminders) — load `references/lead-nurture.md`
- A post-sale topic (churn, retention, LTV, billing, onboarding, cancellation) — load `references/retention.md`
- A broad request or no argument — load both files

**Retrieval process:**
1. Match the argument against the Section Index below
2. Identify which domain (lead nurture or retention) the matching sections belong to
3. Load only the relevant reference file(s) from `references/`
4. Apply the matching frameworks to the active project context

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## Section Index

### Lead Nurture (Pre-Sale) — `references/lead-nurture.md`

| Section | Covers |
|---|---|
| Four Pillars of Lead Nurture | Availability, Speed, Personalisation, Volume |
| Pillar 1: Availability | Slot density, 7-day availability, self-scheduling, inbound/outbound/self-schedule, when to add friction |
| Pillar 2: Speed | Speed to first contact, speed to first appointment, speed of response, hot handoff |
| Pillar 3: Personalisation | Channel preference, lead qualification, lead scoring, routing best leads to best closers, segmented messaging, push/pull incentives, proof |
| Pillar 4: Volume | 7-day outreach sequence, automated reminders, manual reminders, BAMFAM |
| Culture and Execution | Commission structures, rep tracking (show rate, close rate, lead-to-close), team culture phrases |

### Customer Retention (Post-Sale) — `references/retention.md`

| Section | Covers |
|---|---|
| Why Retention Matters | Cost of acquisition vs retention, leaky bucket math, LTV multiplier |
| Price, Value, and Churn | Churn = value < price, causes of 100% churn, what eliminates churn |
| 5 Horsemen of Retention | Track usage, reach out 2x/week (ACA framework), handwritten cards, member events, exit interviews |
| 9-Step Churn Checklist | Activation points, onboarding, incentivising activation, community linking, firing bad customers, annual pricing, exit interviews, surveys, four-milestone journey |
| Value Delivery and Overwhelm | Value per second, simplicity over comprehensiveness |
| Billing Interval Strategy | Look-back window, monthly vs quarterly vs annual evaluation events, behaviour change products |
| Negative WOM Math | 37 Magic Moments Rule, asymmetric sharing, brand cost of bad exits |

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## Execution Priority

1. Diagnose which domain the problem sits in (pre-sale or post-sale)
2. Within lead nurture: diagnose which pillar is the constraint (availability, speed, personalisation, volume)
3. Within retention: diagnose where the churn happens (activation failure, engagement drop, billing evaluation, bad exit)
4. Prescribe specific tactics from the relevant framework
5. Connect to the adjacent disciplines below where applicable

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## Adjacent Disciplines

- **Lead generation** — lead nurture starts where lead generation ends; better nurture makes leads more valuable
- **Closing** — show rate feeds close rate; you cannot close someone who does not show up
- **Offer design** — a clearer offer reduces the expectation gap that drives churn; a better offer improves activation
- **Hooks** — nurture messages (SMS, email, reminders) benefit from hook principles to drive opens and responses
- **Growth strategy** — churn rate is a core growth lever; fixing retention compounds advertising and referrals