5 Steps to Double Your Business

The Biggest Marketing Mistake of ALL!
How to Double Your Business in the Next 12 Months
(without adding a single customer!)
Does your business rely on repeat business? Is your primary referral source your past or existing customers? If so, you are probably committing the biggest marketing mistake of all (other than doing nothing)…
The biggest marketing mistake of all is not marketing to your past customers. Statistics reveal that it costs 500% more to gain a new client than to keep an existing one.  Did you also know that without consistent marketing, many of your clients would forget about you and eventually end up using someone else? It’s a hard fact to swallow, but it’s true.
A few years ago, I participated in a home show with some service industry associates. After surveying a good portion of the attending homeowners, we discovered that they could not remember the name of the service  company they had recently used – even though they were thrilled with the work – even when the service had been just two weeks prior! The company did a good job, but will never be in that home again unless they correct this HUGE mistake.
A multi-industry study by The Wharton School of Business, University of Pennsylvania revealed that companies who increased their customer retention rate by a mere 5 to 11 percentage points actually increased their profits by an astounding  25 to 75 percent, depending on the industry!
It is my belief (and experience) that you can double your business in the next 12 months without actually adding a single customer. In 1999 I proved the theory in my service company by simply increasing my mailing frequency from quarterly to monthly. 8 additional months of mailing to past clients over a one year period cost about $16,000.00 in printing and postage, but the return was over $200,000.00 in track-able additional business!
Are you tracking your repeat business? Are you tracking your referrals? Are you tracking the returns on your advertising dollars? If you aren’t, I can guarantee you are leaving money on the table.
 “107% Increase in Sales” – Jeremy and Stephanie Overturf

 

UPDATE on The MEGA CONFERENCE:

 

I will be teaching my ADVANCED Marketing Systems:

First, I will get you up to date on the 14 FASTEST WAYS TO THE CASH (I call it “Quick-Start Marketing”), then we will get you up to speed on our Phenomenal Marketing Systems. (When you register for the Mega Conference you get these systems free, so you can learn them before you get there).

Then, I’ll show you…

How to Structure Joint-Venture Marketing Programs. These strategies have made me millions of dollars. I’ll show you how to use them in your business.

How to Do Group Marketing. Getting groups together saves you time and creates experiences, but most of all, they SELL big time!

The 8 Reasons Top Referral Sources Should Use You and the 14 Reasons they Don’t

And that is just ONE PART of the MEGA Conference!

Click HERE for ALL the Details!

WARNING: This event is over HALF-FULL!

A Sad Story…
 
My wife and I frequented one of the finest restaurants in the Houston area. I worked there when I started my first business. We were engaged there, and celebrated many anniversaries there. The owners of the restaurant died and two sisters that worked there took over the restaurant. They weren’t very good marketers and business became very slow. Every time we saw them they complained about how bad business was. My wife and I made suggestions, but they didn’t seem very interested.
We knew they weren’t doing many of the basic things they should be doing to get business. One night as we were talking with one of the ladies, she was labeling post cards. Real nice post cards. I remembered them from when I worked there. Gesturing toward the post card, I asked, “How well do those post cards pull?” “Oh, phenomenal!” She said. “Every time we send them out we get tons of business. People come in and buy dinner and wine and sometimes they even bring friends with them”. This is the first positive thing I have heard her say in 3 years!
Then I asked…“How often do you send them out?”. “About once a year.” She replied.
I was shocked! Why do you think she didn’t send them out more often? “Because it cost so much”. She said. After being one of the top restaurants in Houston, Texas for over 25 years, that restaurant closed it’s doors. Out of business. Why? Bad food? No. Poor service? No. Just a lack of marketing knowledge. Sad.
Most small business owners don’t understand the value of marketing to past clients. All they see is the cost. Then they want to go cheap and just e-mail  them or reach them by social media. Big mistake! A printed newsletter, post card or greeting card has much more staying power than an e-mail that can easily be overlooked or deleted. Just yesterday I had one of my coaching clients tell me that sometimes my e-mails I send to her don’t get read, but when I send a newsletter it gets set on the corner of the desk until it gets read!
To further irritate the problem, most small business owners don’t know how to track their repeat business. Tracking repeat business is completely different than tracking returns on paid advertising. With paid advertising, you invest a dollar and you track how many dollars you got back in new business. Many times when you market to your past clients, they may not respond to the offer, but they do remember you when they need you. Let me give you an example…
I was talking to a coaching client about this and he said “my client base marketing isn’t working”. “Okay, tell me what you are doing” I probed. He told me that he was sending post cards with an offer but no one was calling. “No one?” I asked. “Nobody” he confirmed. “So, you’re telling me that you didn’t have one single repeat client over the last three months. “Well of course I have.” He said. “Then why would you say your client mailers aren’t working?”
I went on to explain that the way you measure the effectiveness of your client base marketing system is by tracking the TOTAL repeat customer dollars compared to the same period last year. Your goal is for that number to keep growing. It’s the difference between a savings account with interest and day trading stocks. A savings account grows over time and collects interest. Your total balance continues to grow. Direct Advertising is more like Day Trading. You make an investment and get an immediate return on it.
Client Base Marketing is more like a drip, rather than a one-shot deal. Sure, you can have strong offers, but be careful to protect the permission you have so you can build a long term relationship for long term results as well.
When marketing to your client base (mailing, calling, e-mailing) another hidden question to consider is “how much are you LOSING by not staying in touch?” This is a hidden cost factor that is often overlooked.
Before even asking what the returns will be, consider what you are losing. You are losing valuable clients every day by not at least staying in touch. But for the sake of argument, let’s say that you have 1000 clients and it cost you $750.00 per month to mail to them. That would be $9,000.00 per year. If you could add $80,000.00 in revenue, don’t you think it would be worth the investment? Even if it only increased your business by $36,000.00 it would be worth it. Plus, repeat clients are easier to service, they already know your prices, and you don’t have to “sell” them.  My experience has been that the long term results will be more significant than that.
5 Steps to Double Your Business Without Adding a Single Customer
  1. Get a higher price. One of the reasons to constantly be in front of your past and existing clients (other than the fact that your competitor is marketing to them), is to reinforce your brand message which positions you at a higher value. Translation: Higher price. Constantly remind them of the reasons to always use you and build the unique experience around your company.
 
  1. T.O.M.A. (Top Of Mind Awareness) Just because you did a great job doesn’t mean your customers will remember you. I had six thousand dollars worth of plumbing done in my commercial building. I completely forgot about the plumber who had serviced my home on occaion. Why? Because he doesn’t have a system to stay in touch. Do you? How many of your customers are gone because of it?
 
  1. Sell more products and services.  You probably have a variety of products and services in addition to your “main” product or service. Marketing to your past clients can dramatically increase your income and profit margin!
  1. Increase frequency of use. Getting your clients to purchase more often is another powerful thing that can add lots of dollars to your business.
  1. Referrals! If your client has trouble remembering your name, much less all the wonderful things that set you apart, what are the chances they are going to be good referral source? NOT! A strong client based marketing program can dramatically increase your referrals, especially if you have a Referral Reward Program.
 
The Most Phenomenal Marketing Tool of ALL TIME!
Many of the country’s top business trainers and marketers have recognized me as being a phenomenal marketer, so when I call something the most phenomenal marketing tool of “all time”, that’s a BIG statement! This is a tool that I have been using for over 5 years at this writing. It’s a tool that ANY small business owner or professional can use. And it’s also a way that anyone can make money.
Now, before I reveal what this amazing tool is, let’s remind ourselves that all of business is about relationships and building your network of relationships is the most important business skill you can have. Building those relationships and staying in touch with your past clients are the two most important marketing activities you can be implementing.
Having said that, would you agree that one of the most meaningful tools you could use would be a heartfelt, personalized greeting card? This is probably one of the most valuable ways you can communicate to someone. Much better than e-mail and way better than a promotional advertising piece.
But here’s the problem…
To consistently write out a personal greeting card to everyone in your network and on your client base is nearly impossible. But, what if there was a way to send meaningful greeting cards that not only touch the heart, but also position you as the consultant and remind your contacts to support you?
What if the business cards that you collected at a networking group weren’t rotting away in a desk drawer, but were actually put into a system that was creating powerful relationships that can add great value to your life and career?
Solve those problems with the Most Phenomenal Marketing Tool of ALL Time! What is that tool? It’s called Send Out Cards. Send Out Cards is a greeting card company where you can choose from thousands of greeting cards and they will MAIL the card for you in a white envelope that looks handwritten.
Why do I call this the most phenomenal marketing tool of all time?
Here’s why…
Not only can you just jump on the website and send a card (through the MAIL – it’s NOT an e-card). And not only does it look personal and handwritten like an invitation, with a real stamp  (incidentally, the reason that is important is people ALWAYS open personal greeting cards or invitations)…
You can even use your own hand writing and signature! You fill out a little form and send it to them and they load your handwriting and signatures (you have several – perhaps one from you and your spouse or business partner). Now, if your handwriting is as bad as mine, you might want to skip that option, but it gets better…
You can insert any picture on your computer right into the card. Not only that, you can create your own card quickly and easily with any picture on your computer. And remember, Send Out Cards sends that card through the mail in an envelope for as low as 93 cents plus postage at the time of this writing. Send a card without a picture for as low as 62 cents plus postage.
Here are a few examples of how powerful this can be. Let’s say you have a meeting with someone or you meet someone at a networking group. You take a picture with them. Simply upload that picture and send them a card. Easy as that. I have a standard “Nice To Meet You” Card Template in Send Out Cards.
Where can you get a full color, custom piece in an envelope that you can have designed and mailed today for less than a dollar – at a quantity of one in 5 minutes?
When you collect business cards at a networking group, just have an assistant, a high school or college student (or even one of your children) enter the business card into the program and launch your “Nice To Meet You” card template that you’ve already designed.
Now, here’s the interesting part, where it gets even better…
Not only can you create a card with any picture on your computer, you can send that same card to a whole group of people on your database. Each card is personalized to each person! How cool is that? Here are a few examples. Let’s say you have a small database of clients. Simply create a card, and send it to the entire list. Your holiday and seasonal cards just became a BREEZE! Let’s say you belong to a networking group that has 35 members. You take a picture at the meeting and send it out to the entire group.
It gets even better….
Phenomenal Relationship Marketing means remembering birthdays and anniversaries. Send Out Cards has an automatic reminder system for that.
Gets even better…
Along with the card, you can send chocolates, brownies, cookies, gift cards (like American Express, Starbucks, Home Depot), books, CDs and many other gifts.
Gets even better!
You can create automatic multi-card campaigns. Earlier in the book I shared the importance of educating a client and staying in touch with them. A very important process is to “teach” a new customer how to be a great client and how to refer you properly. So you have a series of cards that starts with a thank you card. Next is a card that focuses on the referral program. Next a card that features one of your services, and so on.
Once you activate the multi-card campaign for a contact, Send Out Cards will automatically remember to send the card on a certain interval. If you think about it long enough you could activate a year long “Why I Like You” Card campaign! Reason #1… Reason #2….
Here’s the BEST part of Send Out Cards…
The very best part is that YOU can make MONEY with Send Out Cards. Send Out Cards is a direct sales company, so you need a Sponsor to become a distributor. Contact whoever gave you this book to get their sponsor ID.
When you become a distributor for Send Out Cards, and refer it to others, you make money. In fact, Send Out Cards can be an entire business income stream for you all by itself. In 2009, I personally sponsored more people in Send Out Cards than over 25,000 distributors. I sold more distributorships than anyone else and I made a LOT of money! I still get checks every single month from Send Out Cards.
However, I didn’t make as much money as the top distributors did in Send Out Cards. The reason is that I didn’t build a team underneath me, but you can do that if you want. The bottom line is that Send Out Cards is a powerful, phenomenal, potent, easy to use tool that you must have in your tool box for phenomenal marketing. I still use it all the time.

 

Try Send Out Cards for FREE! Just click this link and you can send a card or two on MY account! Click HERE