Author : Del Laird
Lead Generation - Specific methodologies designed to generate NEW clients for your products or services. Often times these lead generation devices have coupons or gift with purchase. In other cases, they support a website, telephone number or fax number for addtional details. The singular purpose is to get your prospects to act and react to the lead generation device.Front End Selling - When a customer steps through your door (or ecommerce site), they're hoping to satisfactorily complete a transaction with your business. They're looking specifically for the item(s) or service(s) that were covered in the Lead Generation ad OR they're looking to see WHAT ELSE you can offer them. Front End Selling is the first transaction (and potentially repeat transaction). 80% of businesses do FES - grocery stores, gas stations, accountants, etc.Back End Selling - Digging deeper into the minds of your customer allows you to go well beyond their initial and repeat SURFACE transactions with your company. It's upselling, cross-selling and exploiting (in a VERY good way) opportunities to increase bottom line profits. Example: HVAC companies get a service job and are paid $$$ on the front end. For Back End Selling, they can offer 3 yearly checkups for $X prepaid fee or $XX for 3 yearly checkups PRIORITY SERVICE (2 hour appointment window).Referrals - Nothing brings in business like thoroughly satisfied clients/customers. If you haven't actively solicited their referrals, you're missing out on EXPLOSIVE growth potential. We'll outline and share specific referral strategies in the coming weeks.Continuity - If your business can support it, continuity income is one of the untapped secrets that has the potential to immediately increase your bottom line. Think of it as a subscription service, paid monthly, to you for information, service, products, (whatever), from a large segment of your consumer base. Example: Drycleaners can offer a membership card with $10 monthly dues. Each month, it also gives the member $20 in drycleaning service. Real cost to the Drycleaner to handle those services might be $7 (for instance) but their average ticket is $23 when clothing are brought it. The membership card generates cash flow each month AND brings members in more frequently.Retention - Keeping customers is vitally important to your business. Happy, satisfied and APPRECIATED customers stay with the business that fulfills their needs. One study pointed out that many customers stopped doing business with a particular company NOT because they were dissatisfied, but because they felt unappreciated! So let them know you appreciate them. Say thank you, offer a newsletter, give them special service/retail purchase opportunities, etc.Delbert Laird is the host of http://referralengine.blogspot.com/ which is dedicated to providing FREE marketing and advertising systems to develop clients, referrals and profits using his Six Ultimate Business Truths formula.
Keyword : marketing,advertising,business,branding,direct mail,retention,referrals,lead generation,selling
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