Episode 128 | Posted on

How to Onboard Customers So They’ll Never Leave with Joey Coleman

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Author of 'Never Lose a Customer Again' @thejoeycoleman is here to talk about turn customers into raving fans that actually promote your business. Click To Tweet

This Week’s Guest:

Have you ever seen a cat catch a bird or rat, only to have no idea what to do with its captured prey? Unfortunately, many businesses are just like that cat. They know how to chase and catch customers and clients, but they aren’t really sure  what to do once they’ve caught them. If that sounds familiar, you’ll benefit from hearing today’s conversation with award-winning speaker Joey Coleman!


Joey specializes in helping companies keep their customers. His first book, Never Lose a Customer Again, includes his methodology for what businesses need to do in the first 100 days to improve customer experience and retention. Joey has applied his methodology at organizations including Hyatt, NASA, and Zappos. Today, he’ll share this same methodology with you, and explain exactly how to turn any sale into a lifelong customer.


Find Out More About Joey Here:

@thejoeycoleman on Twitter
Joey Coleman on LinkedIn
Never Lose a Customer Again by Joey Coleman


In This Episode:

  • [01:51] – Joey talks about the experience of writing his first book, and how it went for him to work with Book in a Box.
  • [06:45] – Stephan points out that it’s rare to be as generous as Joey, and that a lot of people will hold back.
  • [08:55] – Stephan and Joey talk about Robert Allen, a previous guest on Marketing Speak.
  • [11:28] – We learn about the basic premise of Joey’s books, as well as some of the frameworks that it includes.
  • [14:45] – A lot of people, Stephan reiterates, focus on closing the deal instead of what happens afterward.
  • [15:13] – Joey points out that in general, businesses are really good at the chase but not as good after there’s been a catch.
  • [16:49] – What’s the solution to the broken system that Joey has been describing?
  • [17:50] – Joey walks listeners through the eight phases that he has mentioned, all of which start with the letter A.
  • [19:58] – We learn whether Dan Kennedy’s shock and awe box is part of the activation process.
  • [20:21] – Having already talked about the first four phases, Joey moves into talking about the latter four phases.
  • [23:57] – Joey imagines that listeners probably recognize and are good at some of the eight phases, and may not have even known about some of the others.
  • [25:34] – How will Joey apply his own methodology to his book project?
  • [28:49] – Stephan expresses that he doesn’t think that Joey will get the same level of interaction that he hopes, sharing his experience with his own book.
  • [33:53] – Joey talks us through case studies to further explain what he means about buyer’s remorse.
  • [36:49] – Stephan offers a similar example of his own, and Joey then provides a third example.
  • [40:03] – Does Joey know what software is used for the personalized video example he’s just been talking about?
  • [45:04] – Joey talks about how he’s addressing buyer’s remorse in the “affirm” phase with his own clients.
  • [46:56] – Joey responds to Stephan’s point about podcasts, then shares an experience he had with a podcast he was a guest on.
  • [49:55] – We hear Joey’s thoughts on podcast transcripts.
  • [52:14] – Stephan talks about a tool he learned about in his recent conversation with Hani Mourra.
  • [53:34] – We move from Joey’s eight phases to the six tools that help you maximize and optimize those eight phases.
  • [57:04] – Stephan discusses a couple experiences he’s had from various TV appearances.
  • [60:52] – Joey draws out two specific points from the story Stephan has shared about giving a gift.
  • [63:03] – What’s the next step to get in touch with Joey to work with him or learn more about what he does?


Links and Resources:


Your Checklist of Actions to Take

☑ Remember the eight phases of the customer experience: Assess, Admit, Affirm, Activate, Acclimate, Accomplish, Adopt, and Advocate.

☑ Understand my customer journey from start to end so that I can come up with a clear, step-by-step strategy for great service.

☑ Prioritize lead generation by providing valuable content to my potential customers. If they see promise in my product, they will most likely purchase it.

☑ Be engaging and entertaining. Keep my customers interested and satisfied throughout their customer journey.

☑ Aim to give back whenever I can. My goal should be to help others and to give them solutions.

☑ Systemize the process of pre-sale and post-sale. Don’t focus so much on selling that I neglect my customers.

☑ Acclimate my customers to doing business with me. Help them fully understand what they are getting from me.

☑ Keep learning and evolving to improve my customer service. Read books, listen to podcasts and attend events that will teach me different marketing strategies.

☑ Make it a goal to become a trusted authority in my field. Show up to speaking gigs, TV and podcast interviews or write a book to show credibility.

☑ Grab a copy of Joey Coleman’s book Never Lose Your Customer Again.



S: If you want to surprise and delight your customers, especially over that critical first 100 days of the customer relationship, then this episode, number 128, is for you. Our guest today is Joey Coleman. He helps companies keep their customers. An award winning speaker, he shares his first 100 days methodology to improve customer experience at organizations around the world including the Hyatt Hotels, NASA, and Zappos. His new book, Never Lose a Customer Again, just came out and tells you exactly how to turn any sale into a lifelong customer. Joey, welcome to the show.


J: It is a blast to be on the show. I love getting the chance to reconnect, you and I have known each other for years and the chance to be on your show is a real treat, a real honor. Thanks for having me.


S: Yeah, of course. You’ve already been on The Optimized Geek, on my other show, and we talked about some different things. We’ll talk more in depth on your new book in this episode here on Marketing Speak. The book is now officially out this week.


J: It’s live, it’s real. Exactly, it’s out this week. I’m super excited to share what is really the culmination of about somewhere between 15 and 20 years of work—I quit counting—put together into a single book. I’m super thrilled to have the chance to be on your show, especially on what is a pretty exciting week.


S: This is your first book?


J: This is. Yes.


S: So the next book will come out in another 15–20 years? Is that how this works?


J: I think so. It’s interesting. Leading into this, I had a lot of thoughts about the book writing process. I sat down, and I tried to write this book a number of times. It wasn’t coming out the way I wanted it to. What happened is I met a guy by the name of Tucker Max who would become a good friend of mine.


S: I just saw him last week.


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