Your Greatest Asset
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Your greatest asset is your own customer list. These people have already
purchased something from you in the past. If you've delivered as satisfactory
product, they are very likely to buy from you again.
The easiest sale you'll ever make is to an already established customer of
yours. They already trust you. They feel comfortable in dealing with you. You've
delivered what you said you would so a certain degree of trust has already been
established. Your customers are probably quite confident that you wouldn't sell
them something that wasn't in their best interest.
The high road to increased profits always takes the route of established
customers. There's always an expense associated with finding a new customer.
Regardless of the marketing method used there's always an investment required in
establishing a customer whether in terms of real dollars or human capital. Once
you have a customer, any subsequent sale is made without the cost of locating
that customer. The cost or finding a new customer is proportionally much higher
than the cost of retaining an existing customer.
Keys To Success
The secret of capitalizing on your customer base is to continually feed them
with new products and services you know they'll want. This is no time to
diversify into completely new areas. Everything that you make available to your
customer list must be compatible with what made those people customers to begin
Whatever subsequent products and services you offer must be related in some
way. Think of your customers as belonging to a specific group. They're gardeners
or small business owners or health enthusiasts. Whatever you offer must fit that
Always be on the lookout for new things you think your customers would gladly
pay for. And give customers first crack at any of these new products and
services. If you can offer a discount, that's even better. By letting them in on
new products and services, you're giving them priority customer status, an added
value of doing business with your firm.
Be careful not to overdo it. You don't want to annoy anyone, least of all
your customers. Allow enough time and space between customer contacts. How much
time you allow between mailings or calls depends on the nature of your business.
When a clothing store receives a shipment of new designs, they should first
notify all previous customers who've purchased in the same price range. All the
store has to do is contact these customers by phone or by mailing invitations to
a special event where this new line is unveiled. Suggest to customers how
additional new outfits can be created by mixing and matching and you've provided
an extra service that will help retain customers.
This approach would seem natural for a wholesaler who relies on distributors
or retailers to act as re-sellers. By showing your new merchandise and
suggesting ways to move more of it, you're providing a valuable service while
keeping in touch with your customers.
A self-published author of book on camping tips, should come up with natural
additions to his product line to sell to buyers of his book. Things like maps of
parks, local facilities, lists of "must-see sites" or specialty camping
equipment, could all be add-ons made available to the author's buyers.
One final note; in order to start making more sales and build your business
empire – you must become an avid student of lead generation and marketing
strategy – the high-payoff items necessary for you to magnetically attact new
clients to skyrocket your profits.
Copyright (c) 2007 Joe Heller
About the Author
Joe Heller, President
Trust Cycle Selling
713.927.4494 :: 1.888.543.5537
Joe.Heller [AT] TrustCycleSelling.com
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