27 Internet Marketing Rules for Success. Rule #23: Sell New Products to Your Old Customers
One common thread in marketing discussions is that retaining old customers and selling them new products is much easier and less expensive than locating and converting new customers. No matter what business owner you talk to you, you’re likely to find that they agree with this.
And this is precisely why you should take it into consideration when focusing your marketing efforts. If you’re like many other Internet marketers, you think your relationship ends with the customer once the transaction is finalized. You think that once a person clicks “buy,” enters his credit card information, and downloads the ebook, there’s nothing left to be said or done.
Well, the people who think this couldn’t be any more wrong—at least if their goal is to make money. In fact, the first time you sell to a customer should always be the beginning of a long-term relationship of mutual benefit—at least if you have a good business model.
So how can you shift things around to make sure this is the case? I’d start by taking the following two steps:
1. Add a product pitch on your download page. Most people who haven’t tried this think it sounds crazy. “Who would want to buy something else immediately,” they ask. But, in fact, many people do, which is why you’ll notice this style of pitches on most successful marketers’ product download pages.
The only important thing to keep in mind is that you’ll want the pitch to be relatively low-key. Instead of using a slide-in, a pop-over, or a check-out button at the top of the download page, instead include your pitch below the download button.
Another important thing to keep in mind is the scope and nature of the pitch you make. One good rule of thumb is to match small product sales with large product offers; and large product sales with small product offers. Of course, it is best to test this for yourself and find out what sells best with your particular model.
2. Revitalize your email list. One common problem that Internet marketers have is that they spend the time to build a robust list to which they can market, but they never seize the opportunity to truly use it to earn money. Once the original autoresponder sequence goes out to customers, they send out very few emails after that; and rarely anything of interest.
This is a big mistake. Revitalizing your email list isn’t the easiest thing in the world to do, but it is perhaps one of the most inexpensive ways in which you can get leads, which is why you shouldn’t overlook it. Relative to finding new leads and converting them, it will almost always be much, much cheaper.
Now, there are several ways in which you can revitalize your list. I personally suggest you do it by giving away a spate of free, but highly valuable products. Consider giving away ebooks, free reports, and prizes. You might even consider requiring people to email you back in order to enter a contest. If they’re successful, you’ll give them a cash prize or something equally attractive.
This should do the trick. After a few weeks, people will stop ignoring your emails; and will pay attention to the information you send them.
So there you have it: one of the best and cheapest ways to make sales is to make new products, but sell them to old customers. Use the above two ways to do this; and you’ll open up a whole new source of traffic and sales that you’ve been willingly throwing away for months or even years.
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