You must continuously earn your customer’s business after the first sale.

The initial sale is just the beginning of their relationship with your business. To maximize your customer acquisition investment, you must establish a positive and ongoing relationship with your customer/client base.

Even though you’ve convinced your prospect to buy the first time, he/she may still be a little unsure about both you and their purchase decision.

This is where you step up front and center to overcome any doubt or uncertainty by delivering better than expected quality and service.

Do whatever it takes to “WOW” your new customer or client. This includes following-up regularly to keep in touch.

The best way to ensure they’ll be back is to focus your attention on delivering an enhanced experience for your customers at every opportunity.

Remember...Grow Your Profit And Prosper!

Key Marketing Strategy: Capitalizing on Your Hidden Marketing Assets

As a business, you probably have unknowingly acquired plenty of assets that may or may not have been utilized to their fullest potential.

Hidden assets can include anything that has perceived value such as customer lists, prospect lists, staff, trucks, equipment, warehouse or office space, trade show space, accessibility to hard to reach markets, ad space, relationships with key companies, high-traffic web site, newsletter subscriber base, showroom location, proprietary methods, etc.

Each hidden asset can be turned into an unexpected new cash flow stream for your business – either as a lump sum or as monthly payments over time.

For more information on this topic visit my website at:

www.guaranteedtogrowmarketing.com

Remember...Grow Your Profit And Prosper!

Rodney Burge

Of course the object of the game is to get the biggest “bang” as fast as you can for the lowest cost possible.

One way to do that is to first direct your marketing efforts to your own in- house customer or client list. They have already placed their trust in you.

If you’ve taken good care of them, they are much more likely to buy from you again.

Remember...Grow Your Profit And Prosper!

Rodney Burge

Take the time to evaluate low-cost, high potential yield opportunities such as publicity and online marketing options. Then investigate lower cost lead-generation tools: small display ads, classifieds and postcards.

There a many companies that can produce beautiful multi-color postcards (even over-sized ones) for a fraction of what it used to cost years ago.

Remember...Grow Your Profit And Prosper!

Rodney Burge

Another way to make your marketing more efficient is to extend your guarantee(s) or make it a “better than risk-free guarantee”.

Also, get into the habit of closely monitoring your advertising. It is critical that you always be in tune with what the market wants and be willing to shift gears quickly.

You must constantly test different headlines, offers, prices, incentives, and advertising media.

Remember...Grow Your Profit And Prosper!

Rodney Burge

Another word about strengthening your guarantee (see previous post Mon Aug.20th). The majority of the marketplace is first and foremost concerned about themselves and what they get from a transaction.

You know what I’m talking about: the “What’s In It For Me?” syndrome. This thinking becomes more prevalent in a slow economic climate.

To get more prospects to try your product or service, take away any perceived risk of buying. Give them a way out should they be dissatisfied for any reason.

The true value of a strong guarantee is the emotional safety net it provides for the buyer.

Remember...Grow Your Profit And Prosper!

Rodney Burge

A time-tested tactic for getting more people to buy is to extend their purchase options.

For example, you can offer different payment packages. Try giving customers/clients the opportunity to purchase their longer-term needs at a substantial discount.

Encourage them to commit to a twelve-month supply in advance — shipped as required – but prepaid at a sizable discount. Not everyone, but a percentage of buyers will take you up on your offer if the incentive is strong enough.

This kind of arrangement benefits you in a couple of ways:

1. It gives your cash flow an immediate shot in the arm

2. It increases the frequency of use of your product/service, helping to re-sell the customer/client each time.

Remember...Grow Your Profit And Prosper!

Rodney Burge

Make the effort to develop strong relationships with your customers.

When a customer feels good about you and/or their shopping experience, it will increase the “yield” on all of your marketing efforts.

Here are two things for you to think about:

1. What feelings do your clients take away from their visit or interaction with you (not only in person, but your
   direct mail pieces, your internet site, telemarketers, etc)?

2. What are some things you can do to make them feel even better?

If you enhance their perceptions about the entire experience, they’ll feel good about you.

Good feelings are critical to repeat and referral business.

Remember...Grow Your Profit And Prosper!

Rodney Burge

It’s important for you to remember that your intention should not be to just make a sale today, but to gain a customer/client for life.

A delighted customer is far more valuable to your business/practice than making a few quick dollars. Of course, immediate cash flow is vital to keep your business going on a daily basis.

But as smart, bright, intelligent entrepreneurs (like those who read my Blog 3 times a week) know, the initial sale is only the beginning.

What really makes the difference is the lifetime value of each customer over a business/practice lifetime. Repeat (and back-end) sales are where the big, long-term profits are earned.

Remember...Grow Your Profit And Prosper!

Rodney Burge

Never underestimate the power of "Thank You”.

Taking the time to express your appreciation by sending a simple “Thank You” note after a sale can go a long way to solidifying a positive experience.

From your customer’s perspective, it’s nice to be acknowledged and appreciated. When was the last time someone sent YOU a “Thank You” note for spending your money with them?

In whatever market you’re in, the more unusual or rare it is to receive a thank you note, the more your customer/client will appreciate it.

Start doing this today.

Take the time to express your sincere gratitude and you’ll enhance your image virtually overnight.

Remember...Grow Your Profit And Prosper!

Rodney Burge