Tomorrow, Sept. 1, 2005 has been designated Blog Relief Day. Hugh Hewitt suggested “perhaps the bloggers could agree to set a day for a unified blog beg” and Glenn from InstaPundit suggested this Thursday, September 1. NZ from The Truth Laid Bear is tracking some of the action on a special blog relief participant page.

It’s a day where bloggers of all types, from business bloggers to political pundits will join together to make a difference. If what happened in the blogosphere with the Tsunami relief earlier in the year is any indication of what type of difference bloggers can make, than tomorrow is your chance to make a BIG difference in providing relief for our fellow country men and women.

What Deb and I have decided to do is put out a $1,000 challenge to all our readers and subscribers.

The $1,000 challenge:

If you make a donation to any disaster relief organization between today and 11:59 p.m. Hawaii time on September 1, we will match your donations up to $1,000.

To make this possible, all we ask you to do is take TWO simple steps:

1. Just post a comment here with the amount of your donation, and to whom you made it

2. Email us a copy of your receipt to: “relief.support@rpmsuccess.com”

I will post the total donated on Sept. 2 and then match your contributions up to $1000. Deb and I will make our donation to Mission Harvest America, Inc. due to our personal interaction with them and their local connection with the areas impacted.

If you would like a list of recommended relief organizations you can use, visit InstaPundit.com. And if you’d like to check out the credibility of organizations you’re not already familiar with (always a good idea in situations like this) then visit http://www.charitynavigator.org as recommended by Michelle Malkin.

If you’re a fellow business blogger, then please post about this and urge your readers to contribute tomorrow.

Please keep the people of the Gulf Coast in your prayers.

John-Paul Micek is known as the “Click-and-Mortar Business Coach” by business owners around the world thanks to members of the Business Owners Coaching Club™. He’s a published author and weekly columnist for the business section of the Honolulu Star Bulletin, and a managing partner with the international small business coaching company RPM Success Group Inc.®

The © Copyright to all audio, video, images, and text are held by RPM Success Group Inc.® and licensed under a Creative Commons License.

There’s one fact we always encourage our business coaching clients and members of the Business Owners Coaching Club to remember — the fact that 90% of your money, energy, and effort goes into getting the first sale with a client.

After that it takes very little time, and even less money to maintain and grow that relationship. But sadly, this is something that very few small business owners or professionals take to heart. Most business owners move on to “getting more clients” instead of nurturing the ones they already have. When they do, they’re losing more than just symbiotic opportunities. They’re losing their reputation.

One simple way to reassure your clients, reinforce their decisions to do business with you, and honor them for their loyalty is by instituting an intentional follow up plan. A series of small events, messages, or interactions to keep your company name associated with positive thoughts in the minds and hearts of your clients.

What small business can learn from the most successful auto dealer in the world

One company that fully understands the concept of reinforcing and rewarding client loyalty is BMW.

I’m sure you’ve seen one of those cute new “Mini” coupes or convertibles that hit the roads a year or so ago. Well, a friend of ours bought one recently, and she raved about their client care and follow up. She told us that she received more gifts and follow up letters since she bought her car than she did from most boyfriends… never mind any other company she’s ever dealt with.

These aren’t necessarily big, luxurious gifts. They’re more like small tokens of appreciation to share with your friends and family who like your new “toy.” Mugs, postcards, notepads, and other small gifts, ALWAYS coming with another variation of a “Thank You for being our valued customer” letter inside the package.

Think about it. Who doesn’t enjoy receiving surprise gifts in the mail? Not too many people, I’m sure you’ll agree.

Business Coach’s Corner:

- If the majority of people experience buyers remorse, then why don’t the majority of business owners have some type of plan to address this for their own client base?

- What type of system do you have in place that prevents buyers remorse and builds better relationships with your clients?

- If you don’t yet have a system, what is some small step you can take in the next seven days?

Take that step and make it the first step in a complete system for building better client relationships. When you do, you’ll keep more clients longer, spend less on marketing, and turn your current clients into raving fans!

John-Paul Micek is known as the “Click-and-Mortar Business Coach” by business owners around the world thanks to members of the Business Owners Coaching Club™. He’s a published author and weekly columnist for the business section of the Honolulu Star Bulletin, and a managing partner with the international small business coaching company RPM Success Group Inc.®

The © Copyright to all audio, video, images, and text are held by RPM Success Group Inc.® and licensed under a Creative Commons License.

Part 10 — Small business marketing success all comes down to incremental improvement!

I saved this principle for last in this series because it reinforces all the others. When most of our business coaching clients join the Business Owners Coaching Club, or participate in one of our click-and-mortar marketing courses — they come in with the misconception that they need to overhaul their entire marketing operation in order to produce powerful results. The plain truth is, most of the time that’s simply not necessary.

Principle 12. A slight marketing edge is all it takes to exponentially increase your profits.

Actually,
all you need to outperform your previous efforts, and your competition, is a slight edge. I’ve seen explosive results from simply changing a headline or restructuring a guarantee. The copy, design, and medium of delivery remained exactly the same – but the advertising pulled three, six or even eight times the previous way. On occasion a major revamp is called for, but most often, this is simply not the case.

The principle in practice

Look, it’s quite simple. If you can increase the number of clients you serve by 8%, increase your average sales amount by 10 or 20 dollars, and make just two additional repeat sales to each of your clients every year, you can realize very real net profit increases of 35% or more.

And better yet, you can do it safely, with very little effort, and almost no additional expense. To do that, just remember the RPM Principle Of Compounded Business Growth: small, prioritized gains carried out with consistency over a period of years will grow your business to astounding levels.

So leave the flashy, wildly creative, costly and “cutting edge” advertising campaigns that produce little or no action to the “Big Boys” with “Big Budgets” whose focus is more on winning awards than on winning clients. You can be content knowing you’re on your way to making BIG profits with hi-impact marketing in your small business — not a big impression.

Follow the twelve principles that have been laid out in this eight part series, apply what you’ve learned, and I’m sure I’ll be seeing you soon in the winners circle too!

And if you’d like to put all these 12 laws into practice and start profiting in less thatn a third the time it would take on your own — you definately want to join the Business Owners Coaching Club.

Aloha, enjoy — and I’ll be speaking with you soon in an upcoming article, podcast, or teleclinic.

John-Paul Micek is known as the “Click-and-Mortar Business Coach” by business owners around the world thanks to members of the Business Owners Coaching Club™. He’s a published author and weekly columnist for the business section of the Honolulu Star Bulletin, and a managing partner with the international small business coaching company RPM Success Group Inc.®

The © Copyright to all audio, video, images, and text are held by RPM Success Group Inc.® and licensed under a Creative Commons License.

Part 9 – Marketing Without Action Is Dead

I hate to see money wasted. And I hate it even more when it’s the money of hard driving small business owners or professionals. And no where is this waste more prevalent than in marketing, where these business owners try to emulate institutional marketing. Here’s a quick example to illustrate my point.

The other day I was watching a tape of CSI. As I was fast-forwarding through some commercials, a beautiful scene in one of the ads caught my eye. I even skipped back on my DVR to watch the entire commercial on the hard drive. That’s unusual since the whole reason for recording the show to begin with is to save time not watching commercials.

Pretty powerful commercial you might think. But, that would depend on your perspective.

You see, as a viewer, the ad was a visual delight. There were gorgeous mountains in the background with rolling fields of grass waving in the wind in the valley below. Then a thunderous sound became louder and louder as the camera panned across to focus in on a herd of wild mustangs galloping across a field.

All of a sudden the herd comes to a screeching stop and the horses stare to the side. The camera pans again and there is what caused them to stop dead in their tracks. A glistening black 4×4 truck with a man working nearby. The man smiles at the mustangs, turns toward his truck, back towards the mustangs — and they rear up and gallop on.

Wow, impressive. This truck can get a herd of wild mustangs to stop and stare.

Was it entertaining? Yes. Visually stimulating? Sure, if you find the awesome Rocky Mountains awe inspiring.

But does any of that motivate you as the viewer to take action right then and there while you’re emotionally charged, if you even are? With most conventional advertising — it doesn’t.

Maybe a big Fortune 500 company with tens of millions of dollars in their advertising budget can afford that sort of creative license and not get any direct response. But I would guess that you can’t afford that luxury. Good guess, right?

All this brings us to the eleventh principle of this series, and marketing without action is dead in the water.

Principle 11. Direct response marketing is the only type of marketing you want to invest in.

Every ad, every sales letter, commercial, promotion and news release you produce should be geared to getting your prospects or clients to respond in some way. They must take some kind of action. The type of action is dependent on you’re looking to achieve. Here are four examples:

- If your goal is to generate leads, you’ll want a prospect to call to make an appointment for a consultation.

- Maybe you want an interested party to email you to request specific information.

-If your product or service lends itself to single-step selling, you’ll want them to place an order.

- If it’s publicity you’re after, you’ll want to time your press releases with the coverage of a challenging situation by the media. A challenging situation your product or service can solve.

No matter what response you’re looking for with your marketing, you must always remember that you are looking for a prospect to take some sort of action right then and there.

There are two important reasons why you would demand this of your advertising.

1. Reason number one is because action that can be attributed to one of your advertising pieces is the only way you will be able to measure how effective each area of your marketing campaign is. And to be as successful as possible, it’s essential to be able to tell precisely how well or how poorly each of your marketing efforts performed.

It’s not enough to know that your sales are up over the same period from the previous year. You must know specifically why they’re up.

· Which specific marketing methods are superstars?

· Which are so-so when it comes to being profitable?

· Which are slugs draining cash away from your business?

Without this critical information, you’ll continue to dump your hard earned cash into worthless efforts. That’s money that would be better invested in adding to your most result-producing performers.

2. Reason number two is more obvious, but equally as important. It’s because you want to build relationships with your clients or would be clients. You want to learn more about their needs, develop trust, build rapport and prove to them you have their best interest at heart. How can you do that if you never communicate with them? Quite simply, you can’t. When a prospect responds though, you have that chance.

From my introductory story you may get the impression that I think emotions and “intangibles” have nothing to do with outstanding advertising and result-generating marketing.

Perish the thought! Nothing could be further from the truth.

Drawing emotion out of your prospects through your advertising and marketing is a crucial component of successful marketing. The vast majority of people buy based on emotional needs. (Yes — even you. You might not like to think so, but watch yourself in the next major buying decision and see if emotions don’t play a major role in your decision making process.)

There’s not time to go into detail on the critical role emotions play in quickly generating action on the part of prospects. In the course curriculum in the Business Owners Coaching Club you’ll learn the critical importance of emotional buying triggers, behavioral preferences, motivational values, and a host of other influence-based factors that you must take into consideration for successful small business marketing. But for now, I do want to be sure you walk away today with some guidelines you can put into use to supercharge your marketing efforts.

There are two simple guidelines that will serve you well if you dedicate them to your long-term memory.

These “rules,” when put into practice, will assure you that every marketing effort you choose to invest in from here on out will give you solid results and business boosting action on the part of prospects and clients.

1. Each and every one of your marketing efforts must be completely measurable. Measurable means your marketing efforts that your prospects or clients take some kind of action based on your marketing. Measuring and improving the results of your advertising methods will allow you to cut your costs significantly while getting much better results for every marketing dollar you invest.

2. If you want the greatest ROI on every dollar you invest in growing your client base through marketing and advertising you must strive to constantly eliminate dead weight. If a marketing format doesn’t produce profit, either modify it and test again or drop it. Period! If you’re not measuring results, you’re wasting your own marketing dollars.

Enjoy — and stay tuned for part 10 of the 12 Laws of Small Business Marketing Success series.

John-Paul Micek is known as the “Click-and-Mortar Business Coach” by business owners around the world thanks to members of the Business Owner’s Coaching Club™. He’s a published author and weekly columnist for the business section of the Honolulu Star Bulletin, and a managing partner with the international small business coaching company RPM Success Group Inc.®

The © Copyright to all audio, video, images, and text are held by RPM Success Group Inc.® and licensed under a Creative Commons License.

Part 8 - How to Eliminate High Risk and Big Mistakes in All Your Marketing

It simply amazes me how so many small business owners and professionals fritter and waste away thousands upon thousands of dollars on marketing that plain doesn’t work. Often these are the very same people who are so careful with every dollar they invest in other areas of their business that you’d think they had a magnifying glass on their key chain. How can people intelligent in so many other areas of business become so complacent and willing to take whatever comes their way when it comes to marketing?

From what we’ve seen time and again in our business coaching is these hard working business owners are the victims of disinformation. This disinformation comes both directly and in a less obvious indirect way from the “old school” mass marketing and “institutional” advertising companies.

Directly : they happily advise you on what to do with your hard earned money. They have a plethora of suggestions when it comes to ad creation, mailing frequency, delivery medium, etc.

Indirectly: most marketing companies are looking to win awards and or at least recognition in their industry. Therefore what you see of their ads may be flashy and visually impressive, making them more likely to be considered award-winning material. But let me assure you, awards do not often translate into sales for you. When’s the last time you heard of a marketing firm win an award for a campaign that doubled a clients gross sales?

And when it comes to the ad departments of major media outlets, the mantra of “increase your frequency” is all you’ll here when you ask why your ads aren’t working the way you were promised.

Either way — whether direct or indirect, intentional or unintentional — the average advertising or marketing professional is nowhere to be found when it comes to giving you any viable way to safeguard your investment, limit your downside and maximize your profits. Ask for proven results from previous client campaigns and you’re very likely to get a blank stare, or a plethora of excuses.

Now don’t get me wrong. There are truly professional marketing specialists out there who will hold themselves accountable and give you quantifiable measurements to gauge the success of your marketing. The real pros will make sure you start slow and find out exactly what works for your target audience before asking you to invest substantial dollars in a campaign. Count yourself lucky if you have one of these companies or professionals on your side.

If you’re not lucky enough to have one of these true marketing pros in your corner, don’t worry. What you’re about to learn will put you ahead of 98% of the so-called experts in the industry. More importantly - and this is critical no matter who is in charge of your marketing – you will be armed with the only proven way to limit your risk and maximize your returns with all your marketing from this point forward. No one will ever do a better job at safeguarding your hard earned cash and ensuring optimal results than you!

Now let’s take a look at Principle #10 of this series. This is the proven scientific way to guarantee that you will never again suffer substantial losses and can consistently experience maximum gains when it comes to marketing investments with your small business or professional practice.

Principle 10. Test, test and test once again before you “go big” with your marketing

This is one of the single most profound marketing truths you’ll ever encounter. And it’s also one of the single most ignored. I’m going to let you in on a secret — companies that take the time to test their marketing efforts outperform their competitors by as much as ten fold!

There are so many different elements you could potentially test; I can’t possibly begin to cover them all here. But what I’d like to be sure I do is give you a powerful introduction.

So what do I mean by testing? Let’s look at a few examples. Take ads for instance. The same ad, identical in all respects, may pull differently when run during different times of the year. You won’t know until you test. Or how about changing something as simple as your offer. This can result in a performance difference of 250% or more, in either direction! Once again you just don’t know what works best until you test.

If there is one simple truth you can take away from today’s installment that will save you thousands and likely tens of thousands of dollars — it’s this — TEST!

- Always test small before committing major funds to any product or any aspect of your marketing.
- Don’t ever agree to a discounted rate for running a new ad multiple times.
- Always “waste” a few dollars up front to run it one time to see how it works.

If it works once, it will work again and you’ll quickly recover the few extra dollars you spent on the single run of a test ad. But if it you commit to multiple runs and it fails, there’s nothing you can do but take a huge loss for getting seduced by the multiple run discount.

Companies that fail to test usually do so out of a fatal character flaw. They assume that they already know what their clients want. In fact, they assume that they know better than their clients. Then they’re shocked when their fancy ad campaign fails to win more than a handful of sales.

And if any marketing or advertising company you are looking to hire tells you they know exactly what will work for your company right off the bat – don’t walk - run away as quickly as possible. There’s no surer way to hand your hard earned money over with little hope of ever seeing any appreciable return. Even if a marketing company is an expert in your industry, that may give them a lead on others with more general experience but they still don’t have all the answers without testing.

The bottom line is that you cannot tell the market what to do. As a matter of fact it’s quite the opposite. The market will always tell you exactly what it’s going to do… whether you like it or not!

My advice to you is this: Treat every ad, every sales letter, every promotion, and every product as a test. Take only prudent, completely controllable action at first. Once something has been proven in the market, there’s plenty of time to reap the bounty.

I’m going to take this one step further to drive my point home. If you’re really serious about propelling your profits, testing must become the cornerstone of any marketing program. Only by careful and continual testing can you tell which ads, which headlines, which letters, which lists and media, which regions of the country or world, what niches produce the strongest, most profitable results for you. I can’t stress this strongly enough. If you really want to be successful, make continual testing a way of life in all your marketing efforts.

Yes this will take extra work on your part, but then again if you want to win BIG and lose small, this is the only way to do it. Successful marketing is a science, not art, as some professionals would have you believe. If you want powerful results, you must follow the formula precisely. I promise you the rewards will be well worth it when you look back in hindsight six months from now.

In the next installment of this series you’ll learn two more fundamentals for maximum profit marketing that you can immediately put to use for increased profits and a surging cash flow.

John-Paul Micek is known as the “Click-and-Mortar Business Coach” by business owners around the world thanks to members of the Business Owner’s Coaching Club™. He’s a published author and weekly columnist for the business section of the Honolulu Star Bulletin, and a managing partner with the international small business coaching company RPM Success Group Inc.®

The © Copyright to all audio, video, images, and text are held by RPM Success Group Inc.® and licensed under a Creative Commons License.

Part 7 – Your Most Powerful Sales Team Is Already Paying YOU!

How great would it be to have a sales team that is always growing, always at work and never wants to get paid? Better yet, how would you like it if they paid you to sell your products or services?

Well if this sounds like an outstanding idea to you, I’ve got good news for you. In today’s seventh covering the 12 Laws of Small Business Marketing Success you’ll learn a powerful principle that’ll help you to find this team of motivated sales people. If you have clients, you’ve already got the best sales force right under your nose.

Principle 9. Existing business contacts — the quickest, surest way of getting more new clients

There’s a tremendous source for attracting as many qualified and targeted prospects as you can handle.

The source?

It’s the existing relationships you already have with clients, vendors, strategic partners, and other businesses. And the key to unlocking the power within this revved up sales force is to give each source a strong enough incentive to endorse your products and services and refer you to their clients.

Let’s look at some examples of how this small business marketing principle works.

Example #1:

Say you own a financial planning firm and you provide wealth generation and protection services. Go through your list of clients. Every person that you provide services for can probably refer you to 5 or 10 other people.

If you do financial planning for attorneys, it only takes one referral to get your promotional materials in front of an entire association of attorneys. And nothing pulls a quick response like an endorsement from a satisfied client, or “raving fan.”

Example #2:

Every vendor, supplier, and strategic partner has loads of other businesses they work with. How many of them will endorse your services to their other clients? You could trade them a percentage of the first year’s fees for every referral who becomes a client. Or swap a free preparation of a financial plan in exchange for an endorsement letter to their customer list. The possibilities are endless.

And these principles apply to whatever business or profession you may be in.

So you see, there’s no reason to ever again waste your precious time, money, and effort in generating a constant flow of qualified leads! Think about it. Most people sincerely welcome a strong word-of-mouth referral from someone who they’ve come to trust.

Example #3:

Let’s say you walk into your favorite hair salon and the owner shares with you some exciting news about a new day spa that just opened on the other side of town. She then gives you a “gift certificate” worth $25 toward any purchase at this day spa. If you’ve been happy with the service you’ve received the last year or two from the salon and respect the owner’s opinion, would you be more likely to try out the day spa than some spa found in the yellow pages? I know I would be.

An endorsed referral like this is a win-win-win. You increase your client base. Your endorsers increase their goodwill with their clients by making them aware of valuable products or services. The clients end up getting more of what they want or need. Everybody wins.

Have you started to think how the principle of leveraging existing clients can apply to your business? I promise you if you dedicate serious thought to this principle and apply these ideas, it will revolutionize how you attract and retain new clients to your business.

In the next installment of this series, you’ll learn two methods that will equip you to make all your marketing virtually risk free.

John-Paul Micek is known as the “Click-and-Mortar Business Coach” by business owners around the world thanks to members of the Business Owner’s Coaching Club™. He’s a published author and weekly columnist for the business section of the Honolulu Star Bulletin, and a managing partner with the international small business coaching company RPM Success Group Inc.®

The © Copyright to all audio, video, images, and text are held by RPM Success Group Inc.® and licensed under a Creative Commons License.

Part 6– How To Mine Profits From Your Own Back Yard

There is an easier, more profitable and even enjoyable way to grow your business than the way you’re doing it now.

How do I know that? — Because you’re too close to the answer.

What’s the answer? — The current client relationships you already have.

Yes, if your business is less than two years old, you will have to put more effort into acquiring new clients. But even brand new businesses should know that this principle is often what separates people “surviving” in business from the winners experiencing “outstanding” success and extremely high net profit margins.

So if you really want to experience incredible gains in your client base and drive your net profits through the roof, this maximum profit marketing principle is foundational.

Principle 8. The fastest, easiest way of increasing your profits is by focusing on your current clients.

You see, most business owners approach their marketing from a “lead-generating” standpoint. The major objective of these well-meaning men and women is to get as many new clients through the door and into the selling cycle as possible. As a result, nearly all of their advertising and promotions are geared exclusively to generating new prospects.

This is a fatal flaw!

Pretty strong statement, but true. I’ve seen business owners literally sit by and watch their current list of loyal clients slowly fade away while they try to attract more and more new clients. As a business coach who helps owners do just the opposite, I’ve gotta tell you — I get frustrated as all heck when I see that happen.

I want to help you avoid that trap. But in order to do that, you must understand that “new” clients are not what will give you a consistent stream of increased profits — your existing client base is.

As you learned in the third installment of the 12 Laws of Small Business Marketing Success series, the “Lifetime Value” of a client is not (and should never be) based on their first purchase. If this is the way you’re doing business, then I hate to tell you — you’re leaving tens of thousands of dollars on the table. Even worse, when your current clients begin to feel under served, you’ll quickly be on your way to the poor house. Don’t let that happen to you.

How to make more money while you make your clients more happy

One of the things you know from the Lifetime Value Principle is that the first sale you make to a client rarely represents the total of their capacity to do business with you. In actuality, the first purchase usually represents a client’s test of your ability to deliver on your promise. It’s just the breaching of the dam in regards to ongoing repeat sales.

If you’ve delivered what you promised, you’ve established trust with the client. Then those clients want you to offer them more, to serve more of their needs. As you do their trust in you increases.

If you increase and reinforce your current clients’ trust in you, you’re now saving them from having to “shop around” and waste their time and money. Your words mean something because you’ve backed them up with action.

Why in the world would you not want to use this relational foundation to the mutual benefit of both you and your client? The answer is pretty obvious, yet the vast majority of businesses don’t do it.

This is a simple proven principle, and there are dozens of ways to apply this principle in any niche, profession, or industry. Those specific strategies are some of the accelerated benefits members of the Business Owner’s Coaching Club™ gain. But what I do want you to leave with today is a firm understanding of exactly how to apply your marketing resources.

How much time and money should you invest in your current clients?

Here are some suggested guidelines.

- 60% of all your marketing efforts should be devoted to reselling your current clients.
- 25% of your efforts should be spent converting inactive clients back to active, repeat buyers.
- 15% of your marketing should be devoted to gaining new leads and converting them to active clients.

These figures must fluctuate depending on the status of your business. If you’re a start-up, nearly all of your marketing will concentrate on converting prospects to new clients. As you gain more clients and you’re essentially established (usually around the two year mark,) you can gradually shift your distribution to the suggestions above.

Yes, you always want to be adding new clients to your business. But always remember that your most lucrative area for increasing profits will always be your current client base! If you take this advice to heart it will mean a return of dozens (more likely hundreds) of times on whatever amount of time, money and energy you invest in your marketing.

In the next installment of this series, you’ll learn a companion principle to the one described today. A principle that will show you where your most powerful sales people are right now… and how they’re dying to PAY YOU to get selling right away!

John-Paul Micek is known as the “Click-and-Mortar Business Coach” by business owners around the world thanks to members of the Business Owners Coaching Club™. He’s a published author and weekly columnist for the business section of the Honolulu Star Bulletin, and a managing partner with the international small business coaching company RPM Success Group Inc.®

The © Copyright to all audio, video, images, and text are held by RPM Success Group Inc. and licensed under a Creative Commons License.

Principle 7. Maximize your profits with your “back-end”

No matter what business you’re in, back-end offers are what separate marginal cash flow from truly outstanding profits. Working your back-end is as simple as going to the bank. If you delivered what you promised to, you’ve got a substantial amount of trust on “deposit” with your current clients. All you have to do in order to make “interest” on this goodwill is to provide a useful offer to your clients.

There are literally hundreds of ways to apply this. For now, I just want you to understand the principle by using an experience just about every person has had.

What happens when you pull into a fast-food drive-through and try to place an order for a lonely burger?

You immediately hear, “Would you like a value meal with that?” And even if you already ordered a value meal you hear, “Would you like to super size that meal?”

Now this is back-end sales in its simplest form. The fast-food restaurant has done all it’s marketing and advertising to get you to their door. Now you’re there, and they’re going to make sure that all your needs are met, and that their profits are maximized.

There are literally dozens of ways for every business out there to apply this principle. Yes, even yours!

Maybe your business doesn’t lend itself to this type of quick back-end sale, but like many of our business coaching clients, you’ll be surprised once you learn how to innovate in your own business.

This principle when properly applied is simply amazing. Even marketing methods that break even or sustain a loss can be profitable with a “back-end” when you’re filling your pipeline with long-term clients. This is what makes CD and book club offers work so well. They use a “one-dollar offer” to attact new clients, and then make all their profits on the back-end.

Attracting new leads and converting them to clients is the most expensive process for any business, but serving your existing and previous clients again and again is easier and far more profitable.

In the next installment of this series you’ll learn one of the most powerful secrets of Maximum Profit Marketing that’s right in front of your nose and can help you leave your competitors in the dust.

John-Paul Micek is known as the “Click-and-Mortar Business Coach” by business owners around the world thanks to members of the Business Owners Coaching Club™. He’s a published author and weekly columnist for the business section of the Honolulu Star Bulletin, and a managing partner with the international small business coaching company RPM Success Group Inc.®

The © Copyright to all audio, video, images, and text are held by RPM Success Group Inc.® and licensed under a Creative Commons License.