It goes without saying that the interactions your business has with prospects need to be thoughtful, consistent (not just regular, but fit together well), and engaging. It’s a bit like dating when your goal is to find a long-term relationship. You’re wooing them by showing off the best you’ve got.

Then one day they push the button to buy. Or maybe they book a consult and ask you to send an agreement. And you do a little dance to celebrate that success. Your marketing worked and now they get to be your customer.

One might think the marketing is over for that customer, but it isn’t. Every touchpoint you have in your process with that customer is marketing your business to them. If the experience isn’t good, do you think they’ll stay?