Turn Any Sale into Lifelong Loyalty in 100 Days

We’ve made it to the end of 2018, and on this year’s final episode of The Property Management Show, we’re setting you up to take full advantage of the opportunities available in 2019. Think about the journey we’ve traveled over the last few years. In 2017, we focused property managers on the idea of sales and marketing and how it can impact and grow a property management business. In 2018, we told you it’s time to think bigger. We started talking about revenue per customer and profitability. What’s next for 2019? You’re about to find out. Today, we are joined by Jordan Muela, who is going to help Alex interview our guest, Joey Coleman. Joey holds the title of Chief Experience Composer. He’s also written an incredible book called Never Lose a Customer Again. Introducing Joey Coleman Joey has an eclectic background. He’s a recovering criminal defense lawyer, he’s worked in the intelligence community with the Secret Service, the CIA and the White House. He ran an ad agency for 15 years and he taught at a post-graduate level. The single thing that connects all these pursuits is that he’s a student of the human condition. He has sought to understand why humans do the things that they do, and he’s uncovered how we can persuade them to do the things we want them to do. Currently, he’s helping companies keep their customers. He works as a consultant, workshop leader, and a keynote speaker. He encourages business owners to talk about what happens after the sale. A lot of companies focus on marketing and sales. They fill that funnel and they work hard to get owners and keep tenants, but they don’t spend a lot of time thinking about what happens after the sale. How can you create an experience that keeps your customer coming back year after year? That thinking process led to Joey’s First 100 Days methodology. You should also know that Joey will deliver the keynote at the 2019 PM Grow Summit in April. The Importance of Self-Assessment One of the things that you’ll notice about Joey’s book is that at the end of every chapter, there’s a period to assess. You may breeze through the reading and quickly absorb the content, but you’ll need to stop and focus on some thought-provoking questions at the end of each chapter. Here’s a self-assessment question that’s particularly appealing: Do prospects receive a detailed and accurate preview of what the experience will be like after becoming a customer? Stop and think about that. This book of Joey’s is not short, and it’s meant to give you a unique perspective for approaching your customer experience. The questions allow you to process the chapter. Those speed bumps will intentionally slow you down and get you to think about how you’re applying what’s discussed to your own business. The book shouldn’t only be something you read; it should be something you use.    Customer Retention and the First 100 Days Why do 20–70 percent of most customers stop doing business with a company within 100 days? Retention is an issue for every business. Mentally, your customer will make the decision to check in or out of your relationship in those first 100 days. That’s the most important part of lifecycle. If you want someone to stay with you, how they feel on day 101 is more important than any other day in the process. The customer journey includes eight phases. First, there’s the assessment phase. Your prospect is considering whether or not to do business with you. This is the marketing and sales part of the jou...