The Customer Loyalty Loop

4. Stage Two: Conversion Not Coercion

Stage Two is all about the continuation of building immense trust with your prospects (which we’ve started in Stage One). In this stage, we take someone who has shown interest in your products or services and attempt to move them from prospect to customer. We don’t do this with manipulation and cult-like persuasion techniques—far from it. If you think about traditional sales, that process is more about ringing the bell every time someone closes a new deal, and less about doing what’s right for the customer to start building a long-term relationship. When you put “closing the sale” on a pedestal, you leave no room for nurturing the client, and that’s a fact. It’s also one of the most damaging beliefs that ...