Why You’re Losing Customers – and What to Do About It
A Local Business Owner’s Take on Never Lose a Customer Again by Joey Coleman
Let’s face reality: Most small business owners are laser-focused on getting more customers. But here’s the hard truth…
You don’t need more customers – you need to stop losing the ones you already have.
That’s the message at the heart of Never Lose a Customer Again by Joey Coleman – and if you run a local service business like a salon, clinic, or studio, this book should be required reading.
Because the problem isn’t just customer acquisition – it’s retention.
And research shows that up to 70% of new customers disappear within the first 100 days.
Yep. Even the happy ones. Even the ones who say, “We’ll be back.”
Here’s why that’s happening – and what you can do about it.
The First 100 Days = Make or Break
Joey Coleman breaks the customer journey into 8 emotional stages. Miss any of them, and your customers start drifting away.
But when you intentionally design those first 100 days?
You create raving fans who come back, refer others, and stick around.
Here’s how each stage shows up in your local service business:
1. Assess – “Is this the right place for me?”
They’re checking your website, reviews, and socials.
Your move: Make your message clear. Who you help. What you offer. How we help.
2. Admit – “Okay, I’ll give this a shot.”
They book an appointment – big step.
Your move: Send a warm confirmation. Let them know what to expect. Make them feel like a smart decision-maker.
3. Affirm – “Did I make the right decision?”
Buyer’s remorse is real – even for a haircut or a dental check-up.
Your move: Send a pre-visit message, intro video, or welcome guide. Ease doubts. Build confidence.
4. Activate – “Here we go.”
It’s the first visit. The big moment.
Your move: Greet them by name. Make the experience simple, warm, and professional. Show them they belong and they’ve come to the right place.
5. Acclimate – “How does this all work?”
Don’t assume they know what comes next.
Your move: Follow up with a “What to Expect Next” message, post-visit care, or rebooking instructions. (Customers should always leave knowing the next step.
6. Accomplish – “This actually worked!”
They see a win. Their hair looks amazing. Their back feels better. Their pet is calm.
Your move: Celebrate that win. A check-in message or thank-you note shows you care beyond the transaction.
7. Adopt – “This is my go-to.”
Now you’re their trusted provider.
Your move: Make loyalty easy. Offer memberships, packages, or recurring appointments.
8. Advocate – “You’ve GOT to try this place!”
They’re ready to refer, review, and tag you.
Your move: Ask for the referral. Offer a bonus. Share their story.
Why This Matters for Local Businesses
This book isn’t just for big brands and online companies. It’s built for relationship-driven, reputation-built, real-world businesses – like yours.
Here’s why it hits home:
- Your clients are emotional buyers – they want trust, not just service.
- You’re not just providing a result – you’re building a relationship.
- A strong customer experience = less churn, fewer no-shows, and more word-of-mouth.
3 Quick Wins You Can Use This Week
You don’t have to overhaul your business. Start here:
- Send a “You’re in Good Hands” message after someone books.
Short. Warm. Confident. It reduces buyer’s remorse instantly. - Create a “What to Expect” guide.
Send it before their first visit. Boosts clarity and reduces no-shows. - Celebrate small wins.
Send a thank-you message or highlight client results. Recognition = retention.
You Can’t Scale Chaos
If customers keep dropping off after one visit, it’s not a marketing issue.
It’s a customer journey issue.
And the fix is simpler than you think – when you have a plan.
Want to Learn How to Map Your Customer Journey?
If you’re ready to design a repeat-worthy client experience – one that works even when you’re not – join the waitlist for my new Local Edge Community.
🎯 We’ll walk step-by-step through:
- Mapping your client journey
- Fixing customer drop-off points
- Systemizing what works (without adding more to your plate)
👉 [Join the Local Edge Community Waitlist Now]
Because your business shouldn’t fall apart after the first visit.
