Then we move on to selling the next person; missing the opportunity to sell the same person something else!
It costs 5 times more to win a new customer than it does to retain an existing customer!
The purpose of this article is to help you think about taking better opportunity of sales every time it comes up! Instead of thinking just about the one and only first sale let’s start to think about what we are going to sell to the same customer next, and the next, and then next!
It’s better to win one customer once and then keep selling them things than it is to have to keep going out and winning lots of new customers
Win a customer, build a long term mutually beneficial relationship and keep selling them things!
The best way to illustrate this is by showing you our model at the PopUp Business School and then exploring several other business models
Watch this video from Alan explaining The PopUp Sales Funnel
The first step is quite often doing something very small or for free to establish trust with a new client! We do a taster session or a three day small workshop to build up trust first so that the customer can see how good we are or aren’t!
It made me stop and try the pizza and then he told me about his restaurant which I then started going to every Saturday for years afterwards! He got me in with his OUTRAGEOUS FREE OFFER (pizza) and I spent a fortune with him over the coming years and took lots more customers with me.
Do something BOLD to get people excited and interested in what you are doing and give them a no risk free taster! This could be a download online, it could be a physical taster, it could be a talk! Get creative and offer something outrageous to get them on the hook!
If this goes well then it leads to the second stage in the PopUp Business School model.
After we have trust by delivering on what we have promised in the first instant we progress to selling something slightly bigger such a three day PopUp business school. If this goes well, if we deliver the results then we stay in touch with the client and work towards running the next version which will be a one week PopUp Business School.
If the 1 week PopUp Business School goes well then that leads to the next sale which is either a two week event or a series of two week events over the next year. If that series of events goes well and we can prove value then we look at doing something even bigger!
We are always looking to do more to help our clients and working towards the next bigger version with them rather than constantly driving to find new customers.
The purpose of showing you our business model is not so that you can copy it (although this has happened!) It is to illustrate how the first sale should always lead to the second sale and an increasing item! Your customers will be wanting to buy more from you and you need to provide them with the next step, next purchase!
Each sale should lead to the next sale of a bigger amount!
This can be done for any industry at all! Whether you are a beauty products business, food, knitting or events there is always something you can sell the customer next! The purpose of this article is to inspire you to think about the seventh sale rather than the first sale!
For example, if you were a hand cream business you might do something like this:
The idea is always to have something else to sell to people! If your customer likes the first product/service then they want to know what else they can get! You are doing them a service and they will want to buy more from you if they love it!
Just make it easy for them to make the next purchase.
Hotel Chocolat is one of my favourites on this. You go into their store, the give you the free sample of the month. The sampler leads to a small purchase in store. You go back again for the next free taster and you buy the bigger packages of chocolate. You go back again and you join the tasting club at (£22.95) a MONTH!
Then you get excited and go and visit one of their restaurants. We visited the one in London and spend £70!
And if you really love what they do you can go and stay on the coffee plantation in their hotel, go on tours, go to the spa and spend thousands!
It is a brilliant model that always allows their fans to get excited and slowly buy more, get more involved and they love it!
Always be thinking of the next sale.
According to Invesp it costs five times more to win a new customers (in terms of time, money and energy) than it does to keep an existing customer!
So your focus should be on keeping your existing customers, building great relationships and selling them the next thing!
Your mission from this blog article is to sketch out your own sales funnel for your business.
We would love to hear what you are thinking about this and see your thoughts! Share them below. Alan and Simon thrive off your comments and feedback…………
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