Send us a text

In this episode of The Snoball Effect podcast, Todd Jensen emphasizes the importance of timing when messaging customers, particularly for nurturing referrals. Todd introduces two "honeymoon phases" as key moments for engagement. The first occurs when a customer is new and most enthusiastic, which makes it the ideal time to ask for referrals, as data shows a higher referral rate and lower detractor rate at this stage. The second honeymoon phase happens after a customer refers someone and receives a reward. This renewed excitement presents another prime opportunity to re-engage and build a lasting relationship.

Todd discusses the importance of identifying "moments of delight" — periods when customers feel positive and receptive to outreach. For example, when a referred customer progresses well in the sales pipeline, notifying the original referrer can spark excitement and create a co-advocate for closing the deal. Todd advises automating this process with CRM tools like Salesforce or HubSpot to track customer sentiments and follow up at optimal times. This approach ensures that companies maintain timely, relevant communication without overburdening sales teams with manual tracking.

Todd also shares common pitfalls in referral timing. One error is asking for referrals before a job is completed, which can be perceived as premature and disrupt the customer experience. Another mistake is failing to engage customers promptly during the honeymoon phases.

Todd stresses that timing matters, likening customers' enthusiasm to the short shelf life of fast food; engaging too late diminishes its effectiveness. He concludes by advising businesses to avoid contacting customers on high-stress days, such as during a moving process, and instead focus on reaching out when positive experiences are fresh.

Follow and chime in on LinkedIn.

Do you know a small business that would love to get the snowball rolling or an expert that can come on the pod and help us along the way? Email chadz@snoball.com or message us on LinkedIn to get involved.