For the longest time I thought sales were the most important thing in a business. This may be due to the fact that I worked in direct sales for years before I began focusing on online advertising and direct marketing.
The more I studied direct marketing, the more it began to sink in that a sale’s sole purpose is to create a customer for your business. (Thanks to Dan Kennedy and Ken McCarthy for drilling that one home.)
Sales are the lifeblood of every business. Sales, transactions, trades, orders – money needs to trade hands on an ongoing basis in order for a business to run. But the focus of your business, the purpose of any sale you make should be to create a customer.
Customers are where sales originate from. New customers and doing more business with existing customers is what helps a business grow. Customers are people who buy from you on an ongoing basis. Hopefully repeatedly.
One of the services I have long provided is Google Adwords account management. By its very nature this service creates an ongoing relationship between the client and I. By its very nature this service is not a one time sale, instead the first “sale” if you can call it that, is the start of a relationship that often lasts for years and years.
If you typically sell things to clients once and then move on to the next sale, you can make leaps and bounds in your growth and profitability if you can simply find or create additional products and services to sell your existing customer base and then put new offers in front of them on a regular basis. If ongoing transactions aren’t built into what you’re selling now, find ways to sell more and more often to the people you’ve already done business with.
Remember that these people have trusted you in the past to satisfy their needs, wants and desires through the products and services you offer. Finding new things to sell to them is really about finding more ways you can continue to satisfy those needs, wants, and desires.
They’ll be happy, and so will you. Now get on it.
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