Why You Must Invest in Existing Clients—An Interview with Joseph Jaffe

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Often firms spend a lot of time and money wooing perfect strangers to become clients only to stop paying attention to them after the project is complete. But it is through existing clients that firms can generate more business, says Joseph Jaffe, author of Flip the Funnel: How to Use Existing Customers to Gain New Ones. Instead of following the traditional marketing funnel, flip it so that you build on existing client relationships and use those to draw new clients to you.

"If you invest in your clients down the road, they will return that investment tenfold," Jaffe says.

Listen as Jaffe, talks with RainToday Publisher Mike Schultz about how to use client retention as the "new acquisition," what it takes to maintain and nourish existing client relationships, and tactics that help you to do so.

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(Time: 18:21)

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