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

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THE DEATH OF THE HUMAN BEING

Everything begins with what happens in your stores, dealerships, banks, and web sites. This is the essence of flipping the funnel: focusing or refocusing all efforts on the magic (or lack thereof) that is ultimately responsible for making a sale or not. Of course, every business is different. Many industries, sectors, and verticals do not have physical stores and, therefore, best practices like greeters, information kiosks, accessible managers, and any other human guide designed to answer questions, solve problems, and eradicate confusion.
A little piece of us dies when we turn to marketing and customer automation; I call this the death of the human being. Every day we read about how technology advances obliterate the precedents set the previous day, week, or month. By 2013, a supercomputer will be built that exceeds the computational capabilities of the human brain, and by 2049, a $1,000 computer will exceed the computational capabilities of the entire human species.13 That’s awesome . . . now how do I find a @#$%$ @$# human capable of solving my problem?

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