Get All Access for $5/mo

Projecting a Great Customer Experience a Half Year Ahead Work backward from months after a product's sale to your first interaction with a prospect to find ways to engage and support the consumer.

By John Jantsch

Opinions expressed by Entrepreneur contributors are their own.

The hunt for new customers often starts with an attempt to make the phone ring or generate a click on a website.

Yet the best way to generate calls is to focus on making an existing customer thrilled.

What if your first thought in designing a new marketing campaign were to be about what you want the customer to think, say and feel about the product 180 days after purchase.

Related: Revive That Old-Fashioned Extra: Excellent Customer Service

Think with that end in mind and work backward from there to the time of acquiring the initial customer lead. With this mind-set determine how to engage a consumer after he or she made a purchase before even thinking about setting up an appointment.

Taking this approach of putting the customer experience first will ensure a winning sales process, allow you to promote a product or service and then thrill the consumer with a winning exchange.

And winning over a customer following the experience is probably the most important thing because that's how referrals are made. "The sale is not complete until the customer is happy" is one of my most important mottos. And when the customer is happy, he or she passes along positive feedback.

Related: The 4 Things Every Customer Wants

Here's an example of a "begin with the end" approach applied to the sale of a software solution. Work backward to reach the ultimate goal: a satisfied customer who wants to spread the word about the exceptional experience of working with you.

The customer would receive the following after a purchase of the product:

180 days afterward: free updates and an offer to meet with a select group of users in an invitation-only peer-to-peer group accountability program

90 days after: 30 percent off another product or service as a courtesy to a current customer

60 days after: a coupon offering a free evaluation of the customer's progress with the training course and a free consultation if desired

30 days after: a free 60-minute coaching session

14 days after: a coupon for 30 days of unlimited email support for any questions about the purchase

7 days after: a mailing with additional bonus materials as a thank-you

Immediately after purchase: A web page video welcomes the customer and explain the details of the purchase. An automated email provides beginning instructions.

Related: 5 Uncommon Ways to Win a Customer's Heart

Before a purchase, here are other ways to engage with a potential customer:

The trial (after a prospect has watched a video): The potential customer is offered a free 30-minute coaching session.

Information gathering (days after the consumer participates in an online seminar, a link to a video arrives via email): The consumer is offered a free video and an ebook including content covered in the seminar.

Awareness stage (during an online seminar): A potential customer attends an online seminar that describes the problems most businesses face in doing X and that explains how the software product has solutions.

Related: Build Great Customer Service Into Your Business With These 5 Tips

In every marketing and selling situation, the most important thing to ask is "How will I get every single one of my clients excited about introducing me to other prospective clients?"

Although it may take a shift in thinking to approach the sales effort with the end in mind, this ensures that clients will have the best possible customer experience. It will force you to focus on the things that matter to them the most: the experience, the followup, the results.

Thinking of your client first is a surefire way to attract more of them.

John Jantsch

Marketing Consultant, Speaker, Author, and Founder of the Duct Tape Marketing Consultant Network.

John Jantsch is a marketing consultant, speaker and author of Duct Tape Marketing, Duct Tape Selling, The Commitment Engine and The Referral Engine and the founder of the Duct Tape Marketing Consultant Network.

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Side Hustle

The Side Hustle He Started in His College Apartment Turned Into a $70,000-a-Month Income Stream — Then Earned Nearly $2 Million Last Year

Kyle Morrand and his college roommates loved playing retro video games — and the pastime would help launch his career.

Business News

Homeowners in These 10 States Pay the Most in 'Hidden' Upkeep Costs

Hidden home costs pile on top of mortgage payments.

Growing a Business

5 Books to Help You Motivate, Unify and Build Perspective

In a post-Covid world, check out these must-read books to help build a more resilient organization, create a modern work culture and maintain a powerful growth mindset.

Money & Finance

Avoid These 10 Mistakes Entrepreneurs Make with Money

Despite the challenging statistic that only 5% of startups survive beyond five years, common financial pitfalls often contribute to their failure. Through personal observation, I've identified the prevalent financial mistakes made by entrepreneurs.

Growing a Business

How Visionary Leaders Transform Curiosity Into Groundbreaking Ideas

Lee Brian Schrager, founder of the South Beach Wine & Food Festival, discusses the spark that launched FoodieCon, his best practices for running popular food events, and why all business owners need to adapt to social media trends.

Making a Change

Learn All of Rosetta Stone's Languages for $152

A lifetime subscription is nearly $250 off for a limited time.