The Marketing Tip of The Week

by Ken Varga
Website: | Issue No. 06-12-16


The Easy Way To Grow Your Business...

Get Your Customers To Sell Your Products and Services For You!


Hi and welcome back to another exciting tip of the week.

There are basically three ways to grow a business or practice.

The first is to increase your number of customers.

The second is to increase your average transaction value. That is the amount they purchase.

The third is to increase their frequency of purchase. Get them to purchase your products or services more often.

Over the next few months I’m going to be giving you tips on how to accomplish all three of the ways to grow a business or practice.

Here’s the first one.’

Referral systems: Getting your customer or client to recommend and encourage other people they associate with to seek out your product or services.

Do you ever remember how much you enjoyed an experience you once had when you purchased something?

You probably, like most of us, shared this experience with others.

It could be a restaurant experience, a dentist, chiropractor, or retailer.

You had a great experience and shared it with others just like we all do after a pleasant experience.

But here’s the best part.

Do you remember when they called you up and told you how happy and appreciative they were that you introduced them to that business?

Well you owe it to your own customers to give them the same opportunity with respect to your products, because it accomplishes three very powerful things for you, for them, and for the people they will refer to you.

The first thing it does is to help them better appreciate the advantage and benefit they receive every time they do business with your business.

This is important because it connects them to your business and, most importantly, to you.

The second thing it does is give them the opportunity to give back to you, in what I call a “reciprocating” way…the appreciation they feel for the benefit, value, and pleasure they get from your products or services that you provide to them.

And the third thing it does is to give them the opportunity to benefit or improve the life of someone else. It’s not uncommon that when you do this, you’ll get multiples of referrals from this customer.

It gives them this incredible opportunity to do an incredibly noble service to people in their lives that they feel good about, because they know when they refer those people to your business, they are increasing those peoples’ well being, or improving the quality of their lives.

What you need to understand is that the key ingredient in making a referral system work is that your customer must understand and appreciate the value and benefit they receive from the product or service they purchased from you.

You must ask yourself the following questions in order for an effective referral system to work.

  • Do you genuinely care about your customers best interest, needs, and desires at the level you should or could?
  • Are you giving the best possible value or benefit that you possibly can to that customer?
  • Are you genuinely thinking of their interests always above your own, because…this next statement is critical…it’s all about them, not about you?
  • Are you extending yourself and every member of your staff and service to those customers?

You will hear me always getting into that issue and area over and over again throughout these tips.

The critical distinction is that it’s all about them, not about you.

That’s about it for this week. Next week I’m going to continue talking about referrals as one of the ways to increasing the numbers of customers who will beat a path to your door.

Till then, keep healthy and wealthy.

Best Wishes,

Ken Varga
  ...using experience from my 35 businesses to help you generate millions of dollars from yours

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Copyright 2000-2006 by Kenneth J. Varga. All rights reserved.