In the hustle to secure the next project or a new customer, contractors may lose sight of the goldmine they’re sitting on to gain more jobs.

It’s a point Art Unlimited CEO and marketing expert Anna Anderson has shared before, but it’s perhaps even more relevant today as businesses struggle against rising costs and economic uncertainty. That’s when they should turn to their existing customer database.

Dear Anna: How Do I Never Lose a Customer Again?

With the price of everything rising, it’s more important than ever for contractors to gain new customers. But winning them over should be more than simply locking in a new project. Art Unlimited CEO Anna Anderson explains how roofing contractors can apply strategies to their marketing based on the book “Never Lose a Customer Again.”

“How are we reconnecting? How are we ensuring that there's delight not only in the first project that you're able to accomplish for them? And yet, what is that next project? And how can you make sure that relationship continues to grow and thrive?” Anderson said.

Not only are existing customers a key source of revenue, but cultivating new customers into lifelong clients instead of constantly chasing new ones is a surefire way to guarantee business.

With that in mind, Anderson chats with W&C Publisher Jill Bloom about “Never Lose a Customer Again” by award-winning speaker and business consultant Joey Coleman. The book’s subtitle says it all: “Turn Any Sale Into Lifelong Loyalty in 100 Days.” It goes into what the process looks like of winning over customers in that short period of time, broken down into eight different phases, like “Assess,” “Affirm,” and “Acclimate.” 

“What we see is, if you do not create a great customer experience in that first 100 days, statistically, 60 to 70% of customers will defect,” Anderson said. “So you need to make sure you’re on top of that customer experience and communication in that 100-day mark.”

Listen to the full podcast for more details about the eight phases of winning over a customer and Anderson’s insights into how to apply this as a roofing contractor. For more podcasts like this, check out our “Dear Anna” series.