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Flip the Funnel: How to Use Existing Customers to Gain New Ones by Joseph Jaffe

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WE’RE ALL IN THIS TOGETHER

Get Satisfaction came up with a company-customer pact. With permission, I’ve reprinted as in Figure 18.1 for you.
The company-customer pact imbues one particularly strong idea: partnership. It implies partnership with our employees and our customers and bonds the two.
As mentioned several times in this book, flipping the funnel isn’t just common sense. It’s good business sense. It’s about continuing the conversation and building lasting relationships that are predicated on trust, humanity, and reciprocal value. That’s the way to double your sales by halving your budget, and if you think it can’t be done, that’s just because you haven’t tried.
If you enjoyed this book, let’s continue the conversation. Here are a variety of channels or ways we can build our own relationship:
• My blog, Jaffe Juice, at www.jaffejuice.com, which encapsulates and extends many of the themes in this book on a fairly regular basis.
• My audio podcast, Jaffe Juice (www.jaffejuice.com, or you can subscribe via iTunes), which some say has been an instant cure for insomnia, and others who listen to it on the treadmill refer to it as a weight-loss panacea (due to its length).
• My video show, JaffeJuiceTV (www.youtube.com/jaffejuicetv). I’m Jim Cramer without the bad predictions, Lou Dobbs without the makeup, Larry King without the false teeth, and Jon Stewart without the pumps.
• My Facebook profile, www.facebook.com/jaffejuice.
• For those of you with serious concentration ...

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