Tag Archives: leak

A sale is the beginning, not the end.

finishYou chase, advertise, pitch and door-knock. Then, finally, the customers start coming in.

We celebrate, set the next sales target and repeat.

But wait, what about those new customers? Did they get what they wanted? Did they buy something else? Do you have their contact details? What was their experience like?

We forget that it’s so much easier to retain customers who are already inclined to buy from us (based on past behaviour).

Instead, we search for the new, unconquered land of more. More targets + more ads = profit. Right?

We can’t afford to treat a transaction as the finish line. It’s only the beginning.

Marketers must cast off the Indiana Jones mentality and focus on delighting the customers they worked so hard to persuade.

Looking for more sales isn’t bad, but your previous customers are important too.

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Where’s the leak?

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We all spend time and money on different ways to get customers or to keep them.

But how do we know what works? Many assume that spending more money on advertising is the answer to all business problems.

But many times we fail to measure how effective each message is and, usually, we find out that we aren’t breaking even on each ad we buy.

Turning the tap on harder when the pipe is leaking is only going to make the leak worse. The truth is we might be better off handing out the money on the street.

So make sure you know, really know, where you’re leaks are and understand that more doesn’t always equal better.