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The key ingredient is to determine if your business has a high probability of customers or clients who come back to repurchase the same (or different) products/services from you frequently. If you do, you owe it to yourself to do everything within your power to get customers into the buying stream as quickly and easily as you can. This technique focuses on keeping an eye not toward the beginning of the relationship, but on the continuation and recurring relationship from bringing clients into your business. KARON: So, let me see if I understand you right. Because they know that many of their satisfied customers will gladly cross over and also start buying books or videos. KARON: Where do we start? KEVIN: Ask yourself this question, 'What other products or services could I be offering my existing customers that would be a logical extension to the benefits they gained from the initial purchase?' To start, pick out a logical product or service, offer it to a small number of your customers and step back and see what happens. A large number of your customers will purchase. Article: © 2002 Karon Thackston http://www.ktamarketing.com http://www.copywritingcourse.com Kevin Clark (“Mr. Entrepreneur”) is a high-energy supporter for those who want to start a question or get more profit out of their business. He’s a regional winner of the prestigious Entrepreneur Of The Year apportion and was inducted into the Entrepreneurship Hall of Fame. Pretty impressive, don’t you think? Me, too! But just wait until you read what he has to say circa increasing the marketing frequency from your customers. You’ll be truly flabbergasted at how easy it is! KARON: Hi Kevin. Thanks for your time today. I just know you have a world of information at hand how we can all increase profits without the huge expense of marketing to and getting new customers. KEVIN: My pleasure, Karon. I’m ready to go! KARON: I’ve been to your site and you talk a lot upon the “lifetime value of customers”. Most know that one-time sales are not the key to big profits. But is there a way to create a 'plan' for increasing lifetime sales? KEVIN: Yes, by understanding and using the following strategy: Acquire customers at breakeven and make substantial profit on the back end. KARON: Expand on that, Kevin. KEVIN: Sure… this is one of the most overlooked and underutilized strategies in your marketing tool kit for growing your business. The key ingredient is to determine if your commercial has a high probability of customers or clients who come back to repurchase the same (or different) products/services from you frequently. If you do, you owe it to yourself to do everything within your power to get customers into the buy stream as quickly and easily as you can. This technique focuses on keeping an eye not toward the primal of the relationship, but on the continuation and recurring relationship from bringing clients into your business. KARON: So, let me see if I understand you right. IF I have other products/services to offer, I can overthrow a customer into my outfit with a sale, a agree rate, etc. as long as I have a strategy for getting them to buy repeatedly? Is that right? KEVIN: Yes! The majority of your profits will come on the “back end”. Ask yourself this question: ”How much would it be worth if I brought in an extra “X” new customers this month, not making a dime of profit on the initial transactions, but making enormous profits on all the repeat transactions for the next 12 months?” KARON: Hmmm… I’d have to give that some thought. I guess it depends on how many product/services I have to offer them, right? KEVIN: Or, in your case, Karon – how many copywriting projects the customer needs. KARON: True! KEVIN: It is shifting the focus from making a huge profit from the accomplishment of a new customer to making your real profit from the repeat establishment that comes from that customer. KARON: So, give me some idea of what businesses this would work for. KEVIN: verging on anything. Record/CD clubs. Easy and attracting to buy from them the first time in that they give you 6 CD’s for 99 cents, etc. They do it for it works and people come back and purchase month subsequent month. Contractors can make it a matter of practice that the first job done for any new customer is done at a reduced price (practically breakeven). They make unitary the customer knows they are not making any money but that they do it to prove their makings and their performance. KARON: And what again those who are just looking for a “deal”. How often does this backfire… you get a lot of one-time allow for hunters who never come back? KEVIN: 80% of first time customers come back and continuously repeat. KARON: OK, so I’ve made a decision to market this way. What do I need to do get those back end sales? KEVIN: The concept is quite simple. You have existing customers that trust you implicitly. It is very easy to introduce them to surplus products or services that give benefits to their business. It’s important for you to recognize that, just seeing you have customers that are not sale from you right now, these people are still prime prospects. How concerning the record and CD clubs? Once you’re well-off and are buy on a regular basis, they will introduce you to their video club or their book club. Why? as things go they know that many of their satisfied customers will gladly cross over and also start sale accounts receivable ledger or videos. KARON: Where do we start? KEVIN: Ask yourself this question, “What other products or services could I be offering my existing customers that would be a logical extension to the benefits they gained from the initial purchase?” To start, pick out a logical product or service, offer it to a small number of your customers and step back and see what happens. A large number of your customers will purchase. That process lonely is enough to dramatically increase your business. KARON: Sounds very easy… and it makes great sense! Thanks, Kevin! I truly be partial to the information. KEVIN: It’s been my pleasure, Karon. Ask me anytime! Be sure to visit Kevin Clark’s Web site for inessential articles and special reports. He can be found online at http://www.GetProfitable.com.
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