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Doubling your customer or client base and substantially
increasing your profits can really be quite easy.
But I'll be extremely frank with you. Ninety-nine percent of all businesses don't come anywhere close to making as much money as they should. And, in all likelihood, that means you have a serious problem.
The problem you have is this...
Most businesses don't even begin to approach being as successful as they potentially could be. And that includes businesses who consider themselves very successful. The fact is businesses who think they are successful are just scratching the surface of their true profit potential. And in most cases, they are actually succeeding in spite of themselves.
Why is this? The answer is simple. Actually, I'll give you a chance to figure it out for yourself. Take a few seconds, and answer the following question:
What business are you in?
Now here's where most businesses go wrong. Here's where the vast majority of business owners severely limit their true profit potential.
If you're a CPA, you most likely said you do accounting or tax returns. If you own a chain of pizza parlors, you probably said you're in the restaurant business. And if you sell books by mail, you either said you're in publishing or mail order.
Once again, I'm going to be brutally frank with you. If your own answer was anything close to those answers, you're severely limiting your ability to be as successful as you'd really like to be.
Bottom line: the real answer to what I just asked you is...
Whatever business you might think you're in, you are
really in a marketing business.
Because if you can't sell whatever product or service it is you have to offer, you won't stay in business very long. Or, if you can only sell a fraction of what you know you should be selling, your business life will be miserable and unfulfilling.
That's the problem you're faced with. And it brings us to one final question. If your business has not reached its full profit potential, where will you be five years from now if you just keep doing what you've always done?
I probably don't have to tell you that the odds are extremely high that you'll be in almost exactly the same place you are today.
Fortunately, that doesn't have to happen to you. Because to start doubling or tripling your customer base immediately, and put an end to lukewarm sales and profits once and for all, all it takes is a fresh new approach to marketing.
My New *FREE* Special Advisory Contains 5 Strategies
That Could Double Or Triple Your Business This Year
Please fill out this simple form and I'll get the report to you immediately so you can start changing the course of your business.
From Dan S. Kennedy....
What Is The True Value Of Your Business?
Consider not only your immediate short term needs but also
your long term hopes; and in that process very carefully
consider the value of the customer or the client. Every
business, every product line, every service organization even
if it is distanced from the ultimate consumer by a chain
distribution you're still dependent on an actual consumer for
its lasting success.
The greatest asset a business can ever posses is a known list
of satisfied, loyal customers. Let me give you a simple
example in small business. When I first moved to Phoenix I
was investigating various businesses that I might acquire.
One that attracted my attention was a bookstore located on
a main street in the center of downtown Phoenix. My
observations revealed that the store's inventory mix was
poorly selected for its primary clientele, which are business
people and office workers. Considerable floor space in the
store was being wasted and the store did have excellent
traffic during the day.
The asking price for the store was a little high, as asking
prices usually are, but it looked to me like the numbers could
be made to work. But then I asked the problem question,
"How many people with their home addresses are on your
mailing list?" This store owner after five years of operating
the business had never bothered to collect his customer's
names and addresses on a mailing list. He had no way to
directly reach out to his past and present customers.
He mistakenly thought that the value of a business is its lease,
its furniture and fixtures, its inventory, its financial statements.
He didn't understand that none of those things are worth much
without customers.
Now let's take big business. When you buy a new car or a new
stereo or a new appliance you are separated from that
product's manufacturer by a chain of distribution that includes manufacturer's
representatives, wholesalers, warehouse
operators, and the store or the dealer. Yet you probably filled
out a warranty registration card and mailed it to the
manufacturer. Why is that done? One reason is so that the
manufacturer can find out who its customer is. Some
manufacturers then use these lists to market. Others just
accumulate the data unsure of what to do with it, but at least
they've got a customer list.
As you establish marketing objectives and strategies for
your business I urge you to carefully consider the value of
the customer.
In the balance of this email series we're going to cover a
lot of ground. We'll talk about controlling and creating word-
of-mouth advertising, use of direct mail advertising, creating
effective print advertising materials, sales force management, telemarketing,
profit management and much more. But we
need to keep the value of the customer in mind as we
consider all of these other ideas.
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