So many people that come to my bootcamp have only ever focused on one way to increase revenues—they are constantly looking for more customers. But in reality, there are other ways to increase sales. The least considered, but often easiest and most powerful is to increase the frequency that their customers purchase.
Thanks to some really incredible technological innovation, entrepreneurs and sales people can increase the frequency of purchase of existing clients without spending more than a few dollars per month.
Before we get into the specifics, let’s first explore how most companies manage their sales funnel. Most companies spend 99% of their sales effort on identifying and closing new sources of business, which is very expensive in both time and money. After they make a sale, they then run off looking for new customers. In my latest book, Game Plan Selling, I relate this to Sisyphus in Greek mythology who is cursed to always push a rock up the hill. Does that strike a cord with your situation?
Let’s reframe this situation for your business. Rather than always focusing on new customers, how can you get your already existing customers to buy from you more often?
The solution is really simple. Build a great email list.
Never let anyone, either customer or prospect slip through the cracks without getting them to opt in to your email list.
Now, I can already hear the nay-sayers telling me that not everyone wants to be on your email list. Well, when you put it that way, nobody wants to be on any “email list.” We all get too much email. I probably just got 20 emails in the course of writing this article. But, we all want great content that will help us in our businesses or lives.
So I’m going to share with you the cardinal rule of building a really strong and profitable email list: Stop thinking of it as an email list.
Instead focus on how you can provide great information to your clients and prospects so that they will actually want to read it. If you are a realtor, send out periodical emails about how people can increase the value of their home, or how new home buyers can find their dream home. If you are a landscaper, send out content about how people can improve their yard on a budget—I could go on forever just making up different ideas. I’m not the expert on what you do, but you are! If you are struggling with writer’s block, then ask your customers what kind of information they want.
Now that you have ideas for your content, now it’s time to start getting people to opt in. The best way to get people to opt in to a list is to give them something really valuable. For example, I offer you an ebook on how to connect with any prospect. That is information that most of my prospects and customers want. What can you give away that is valuable that will get someone to submit their name and email?
As for providers that you can use to send out those emails, there are a bunch of great companies out there. Constant Contact, iContact, aWeber and Infusionsoft are all great resources. Which you choose depends on how much functionality you want. I use Infusionsoft because it is very robust and allows me to sell my products on line—they have a fantastic program, but it isn’t cheap. If you are serious about this though, then they are the real deal. You can contact me personally if you want me to tell you more about how they’ve helped me.
Most importantly, just start somewhere. Start your list. If you already have one, but don’t have an enticing reason for people to opt in, then create that enticing reason. Once you have your list going, and you maintain it, love it, and cultivate it, people will never go anywhere else, and they will buy from you far more frequently.
So what are you waiting for?
Written by Marc Wayshak, author of Game Plan Selling. Be sure to write any questions below.