083: Breaking through Buyer’s Remorse—Never Lose a Customer Again with Joey Coleman
“Brain science teaches that even if a prospect knows, loves, and believes in a company’s offerings, after they become a customer, fear, doubt, and uncertainty will plague their thoughts.” That familiar feeling is buyer’s remorse—and if you’re not building systems to directly address it within customers’ first 100 days, you are far more likely to lose them.
Regardless of where your business operates, what industry you work in, or the size of your operation, you are likely losing approximately 20 to 70 percent of your newly acquired customers in the first 100 days of the relationship. As Joey Coleman explains in this conversation, most are structured around customer acquisition, not customer experience. Today we’re talking about how to flip the script and never lose a customer again.
More About Joey: Joey Coleman is the author of the #2 Wall Street Journal bestseller, Never Lose a Customer Again: Turn Any Sale into Lifelong Loyalty in 100 Days. He helps organizations retain their best customers and turn them into raving fans via his entertaining and actionable keynotes, workshops, and consulting projects. He is an award-winning speaker and co-host of the Experience This! podcast. He’s also a former criminal defense lawyer and one of the most generous, energetic people I know.
🌟 3 Key Takeaways:
Ask your customers “What should I stop doing, what should I start doing, and what should I continue doing?” Make sure you get at least two responses—the second one will tell you the most.
Acknowledge where your customer is. If you have made a mistake, say so, and that you understand the harm it has caused. Do this before trying to fix things.
“It’s almost impossible to expect a team member to ‘wow’ a customer if they have never personally experienced being wowed. The impact of an experience has very little to do with the cost of the experience. It’s not about the dollars; it’s about the thoughtfulness.”
📝 Permission: Be more gentle with yourself.
✅ Do or Delegate this next: Design a check-in for the early stage of a new customer’s journey with you, one that can preempt or reassure them during the inevitable buyer’s remorse phase.
📘 Books Mentioned:
🔗 Resources Mentioned:
Joey on the Web, Twitter, LinkedIn
Joey’s Podcast: Experience This!
Related Podcast Episodes: 069: Epic Evergreen Sequences with Allan Dib, Experience This! Revisiting, Refining and Revising
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