In part 5 of the series we discussed how there is only one TRUE ASSET in business.
Many gurus will be up on stage telling you the real money is in your customer list. And they are right there is some income is in the list. But the equity and the big profits are not in the list.
It’s kind of funny, most people don’t understand that the value of List is not the size of it. So much of the time lists get compared based on size – ‘mines 10,000’ mine’s 1,000. And so on and so forth. Doesn’t matter how big it is, it matters how much they spend with you.
As we saw in part 5 {link to it} just because someone is on your list doesn’t mean they will automatically buy those products and services from you. They are only a better offer away from it.
There is a way to stop that shopping behaviour, by developing the only true asset you can actually have in business.
A RELATIONSHIP with YOUR CUSTOMERS.
That my friends is about the only asset you can actually have in business. It is the only way to ensure customer loyalty. It is about the only way to sustain increased customer value. It means that they will clamber at the door in order to get everything they can from you.
Now as we were talking about in the last 2 emails – if you try and build up the value of your existing customers using manual labour, who do you think has the relationship with your customers? You – Business Owner, Entrepreneur, Marketer? Or the people you are paying to make the calls, pound the pavement and talk to your customers for you?
Yeah – it’s them. Then when one of them has delusions of grandeur and goes out on their own, those relationships follow them out the door.
In high-tech sales it is not uncommon to hire someone just for their rolodex. The best thing about casting John Travolta in a movie is he can get a slot on Oprah to promote the movie at will. If the target audience for the movie watches Oprah, casting Travolta is a good way to boost ticket sales.
If you want to keep your customers and grow their value to your business – YOU need a relationship with YOUR customers. And because time is scarce, it needs to be leveraged and systematised.
For the first time ever we are revealing our step by step blue print to build an ironclad bond with your customers, so that they keep purchasing from you for longer, they buy more of your services from you, they buy in larger quantities and take your other products and services that you might offer (if you don’t have any, there is nothing stopping you from finding some.
And finally, getting them to refer without you being seen as pushy!