1. Sell to more people
1.1. 12 ways to grow more customers and clients
1.1.1. Referral systems
1.1.2. Acquiring customers at break even and making a profit on the back end
1.1.3. Risk Reversal
1.1.4. Host beneficiary relationships
1.1.5. Advertising
1.1.6. Direct mail
1.1.7. Telemarketing
1.1.8. Special events and information nights
1.1.9. Qualified lists
1.1.10. Unique selling proposition
1.1.11. Increasing perceived value through better customer or client education
1.1.12. Using public relations
1.2. 3 ways to increase your customer retention rate
1.2.1. Contact inactive customers and ask "Is anything wrong?"
1.2.2. Make sure you are delivering higher than expected levels of service
1.2.3. Communicate frequently to nurture your customers or clients
1.3. 4 ways to increase your inquiry-to-sale conversion rate
1.3.1. Increase the sales skills of your staff
1.3.2. Quality leads better up front
1.3.3. Make irresistible offers
1.3.4. Give your customers or clients "reasons why"
2. Increase amount per sale
2.1. 6 ways to Increase your average transaction value
2.1.1. Use up-sell and cross-sell
2.1.2. Use point-of-sale promotions
2.1.3. Package complementary products and services together
2.1.4. Increase your pricing (and your margins)
2.1.5. Change the profile of your products or services to be more "up-market"
2.1.6. Offer larger units of purchase
3. Increase frequency of purchase
3.1. 6 ways to Increase your frequency of purchase
3.1.1. Develop a back-end of products and/or services
3.1.2. Communicate personally with your customers or clients by phone or letter to maintain a strong, positive relationship
3.1.3. Endorse other people's products or services to your list
3.1.4. Run special events
3.1.5. "Program" your customers or clients
3.1.6. Use price inducements
4. 10 Business multipliers
4.1. Test everything
4.2. Use direct response advertising
4.3. Develop a powerful Unique Selling Proposition
4.4. "Institutionalize" your relationship with your customers or clients
4.5. Recognize that you have to both sell and "educate" your way out of a business problem
4.6. Make doing business with you easy, appealing, desirable and fun
4.7. Accurately determine and address the real needs of your prospects and customers
4.8. Tell your customers or clients the "reasons why"
4.9. Stick with marketing campaigns that are still working, whether you're tired of them or not
4.10. In your ads, TV and radio commercials, and direct mailings etc. focus on the intended customer or client and no one else
5. 6 Power concepts to improve performance in all areas
5.1. People want to be led
5.2. You must tell people what specific action to take
5.3. Never forget that marketing is the ultimate financial leverage
5.4. Advertising is nothing more than salesmanship multiplied
5.5. People won't appreciate what you've done or will do for them unless you educate them to the facts
5.6. Bonuses can make a profound contribution to your overall sales proposition
6. 16 strategies to help you outmarket your competition
6.1. Identify and work your current and past customer lists
6.2. Follow up by telephone
6.3. Keep following up
6.4. Bump and up-sell
6.5. Sell, then sell again
6.6. Use your competitor's resources and profit
6.7. Offer extended guarantees and incentives
6.8. Lock in sales in advance
6.9. License your successful concepts
6.10. Reposition yourself as an expert in your industry
6.11. Decrease your overhead
6.12. Don't burn your bridges
6.13. Avoid the ostrich theory of marketing
6.14. Write only direct-response ads or sales letters
6.15. Don't put all your eggs in one basket
6.16. Recognize and identify your hidden assets
6.16.1. Distribution networks
6.16.2. Inactive customers
6.16.3. Previous qualifying ads
6.16.4. Past promotions
6.16.5. Manufacturers and suppliers
6.16.6. Unused capacity of people
6.16.7. Mastermind networks
6.16.8. Vendor capital
6.16.9. Competitors and their products and services
6.16.10. Brand name
6.16.11. Important customers
6.16.12. Other people's ads
6.16.13. Colleges within your industry but outside your marketing sphere
6.16.14. Past products