| As a business owner and/or manager you should | | | | Kohl's. If you aren't familiar with Kohl's, they are a |
| ethically exploit every opportunity to make | | | | large retailer of clothing and have a brilliant |
| money from your existing customer list. Don't sell | | | | marketing strategy. After making just one |
| them garbage that has no value. Sell them | | | | purchase from Kohl's I got put on their list. They |
| additional products that serve their needs. Just | | | | send me weekly coupons, updates, and reminders |
| because you sell cars to your clients doesn't mean | | | | of their sales events. Although I don't advise |
| that you can't also sell them car mats, car | | | | trying to be the lowest cost provider or |
| washes, oil changes, and new mufflers. The great | | | | frequently offering sales, how can you use this |
| thing is your business doesn't even need to sell | | | | strategy? |
| these products for you to make money. You can | | | | Next, you should put in place a CRM (customer |
| form a joint venture with another company that | | | | relationship management) system. This will help |
| does sell these products, and split the profits with | | | | you manage all of your contacts, engagements, |
| them. | | | | and communications. |
| You can also sell your clients other products that | | | | A good software will help you remember who |
| aren't related to what you sell. There is a catch | | | | you need to call, who's kid's birthday it is, and any |
| though: you must have built up enough trust with | | | | other tasks you need to remember. |
| this customer. You must be their trusted advisor | | | | But what if I don't have a customer list yet? |
| and friend. Your relationship with your customers | | | | Simple. Find someone that does, and set up a |
| shouldn't be a "one night stand." | | | | joint venture with them. |
| Instead it should be an open, honest, and valuable | | | | Locate a business that sells corollary, but |
| relationship. You need to find out their wants and | | | | non-competitive products or services, and has a |
| needs and then find a way to fulfill those wants | | | | large customer list. |
| and needs. You need to listen to their fears and | | | | Then, figure out a way that you can give their |
| frustrations, and provide such friendly, | | | | business value, before you ask for them to |
| professional, and accommodating customer | | | | promote you! I get a lot of business people |
| service that you help eliminate these fears. | | | | approaching me and almost expecting that I will |
| If you're not following up on a regular basis with | | | | promote their product for them, just because I'm |
| your customers, you need to start doing it today. | | | | a nice guy. |
| Call one of your customers after reading this and | | | | Well, let me tell you what. The only people I like |
| simply ask them if there is anything that you can | | | | to do deals with are those that I already know, |
| do for them. Ask them how they are enjoying | | | | like, and trust. |
| enjoyed the product or service you provided | | | | Your prospective joint venture partners feel the |
| them. If they have a problem or frustration, do | | | | same way. Here's what you do.... Offer your joint |
| your best to take care of it. | | | | venture target something that they can give to |
| Systemize the process of follow up with a | | | | their customer list for free. Create a report, video |
| customer. Send them another offer one week | | | | series, or audio interview for your target to give |
| after they purchased from you. If you provided a | | | | away to their list. |
| good product/service the first time around, | | | | Your target joint venture partner is probably just |
| chances are they will buy something again from | | | | as lazy as the next guy and will always appreciate |
| you. | | | | you doing the job that they are supposed to do. |
| Additionally, you should have regular follow up | | | | Then, a few weeks later ask them if they would |
| process that you tell your customers about new | | | | consider promoting your business, through a joint |
| promotions, products, or events that are coming | | | | venture. The lesson here: always give value |
| up. | | | | before you "get" value in return. |
| One of my favorite companies that does this is | | | | |