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  Articles:

"How to Get Your Customers or Clients to Buy More and Buy More Often"

 
by Charles Sisk

In many of my marketing consulting relationships, clients are looking for ways they can quickly grow sales and profits. One of the most successful ways to add revenues is to develop a series of marketing strategies that get your current customers or clients to buy more and buy more often.

Here are 6 powerful techniques you can put to use right away:

1. Use Up-Sell and Cross-Sell.

You up-sell when you graduate your customer or client to a larger or superior alternative product or service that you know will give them greater performance and a better result.

They don’t have to buy it, but you owe it to them and to your own business to demonstrate the differences in performance and the outcome they can expect to receive, and to make them an offer that gives them an incentive to consider upgrading.

A cross-sell is introducing to the customer or client an additional product or service that will add to the result they get from your basic product or service.  Your customers will appreciate you for making them aware of this additional value.

2. Use Point-of-Sale Promotions.

These are usually displays that grab your customers’ or clients’ attention right at the point of sale.  Once they have decided to buy any product or service, they have already started envisioning themselves owning, possessing, using or benefiting from that product or service.

It is very easy at that point to assist them in getting even greater value or enrichment from the transaction by offering them other items at an advantageous price that will compliment their original purchase.

3. Package Complimentary Products and Services together.

This differs slightly from the concept of cross-sell.  Packaging refers to combining products or services together and offering them as the initial sale rather than waiting for a customer to buy one thing and then adding another after the fact as you do in cross-selling. 

Instead, you’re bringing two, three or maybe even four different products or services together and making this “package” your initial offer to the customer.

4. Increase Your Pricing (and hence your margins).

It’s important to recognize that how your service or product is perceived is largely determined by the value you charge for that service or product.

If you don’t hold yourself to a high standard - if you don’t revere the value and performance of your product or service and charge accordingly - it shouldn’t surprise you when the market doesn’t either.

Also, if you keep your prices too low, you don’t allow yourself enough margin to deliver all of the services and all of the value your product or service has the capacity to offer.  So you could actually be doing your customers or clients a disservice by charging to little.

5. Change The Profile of Your Products or Services To Be More “Up-Market.”

This means positioning your company or your professional practice at a higher level of distinction and quality than the competition does. 

It means holding yourself to a higher standard of performance, holding yourself and your customer or client in higher esteem, adding more “dimension” to your business or practice, and doing so in a compelling way.

6. Offer Larger “Units of Purchase.”

If most people buy one a week’s supply of your product, offer them a month, a three-month, a six-month or a year’s supply at an attractive price.  If people normally buy one ticket, offer them a special deal if they buy tickets for their whole office or for their entire family.

If people come by themselves to purchase your services, offer them an inducement for coming with a friend, a colleague or a family member.

I have not run across any business that cannot use some variation of almost every one of these powerful marketing strategies to help them grow sales and profits.

See how many ways you can use these techniques to impact the increased revenues of your business.

By: Charles Sisk, Contact: Charles at prosperityflorist.com Charles Sisk is President of 
 ProsperityFlorist.com, a small business marketing consulting firm and publishes the  Prosperity Florist Super Tips Newsletter, the #1 Source for Florist Marketing Ideas. Subscribe now at: www.ProsperityFlorist.com.