Follow The Lead

Do you know the difference between a guerrilla and a nonguerrilla?

A nonguerrilla thinks marketing is over once the sale is made.The guerrilla knows that's when marketing begins. The marketingyou do subsequent to the sale is where the real profits are, sodon't ignore customers once they hand over the cash. Selling toexisting customers is easy and inexpensive.

Give yourself a challenge. The next time you acquire a newcustomer or client, make yourself add one more field to thatperson's file in your database. Call the category "NextStep." Without locking yourself into anything, try to generatean idea about what you might do for that person down the road. Ifthe purchase involved carpet cleaning, you might want to call in afew weeks and offer to clean the person's upholsteredfurniture. Throw in a free spot cleaning for the carpets, just toshow you like to keep your clients happy and their carpets lookinggood.

Excerpted from 303 Marketing Tips: Guaranteed To Boost YourBusiness

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