Chapter One: Reactivate Old Clients
* Attrition Happens for Relatively Simple Reasons 1
* You Have an Obligation to Show How Much You Care 2
* Reestablish Contact 3
* Half of Your Inactive Customers Stopped for No Good Reason 4
* Enrich Your Customers and Enrich Yourself in the Process 5
* You Have Everything to Gain, Nothing to Lose 6
* Stay Connected and Avoid Attrition 6
* Communicate, Communicate, Communicate 7
* Reactivating Old Customers & Clients...featuring Michael Basch 9
* To Escape The Ordinary You’ve Got To Look At The Outrageous 10
* What’s Extraordinary Today Is Ho-Hum Tomorrow 15
* Look At It From Your Customer’s Perspective 17
* Be Constantly Innovative 18
* What To Do When You’re Front Page on The Wall Street Journal 20
* Get Really Clear About Where You’re Going 21
* Examples of Customer Reactivation 35
Chapter Two: Communicate Frequently With Your Customers
* Get Your Customers to Buy More and More Often 38
* Follow-Up 39
* Reinforce The Buyer’s Buying Decision 42
* Practice Perpetual Reselling and Cross-Selling 43
* Begin A Perpetual Communication With Your Customers 44
* Repeat Business For Many Is An Untapped Gold Mine 45
* Moving Parade 49
* Work Your Customer List And Your Prospects 55
* Why Follow-Up Selling Is Worthwhile 57
* Never Rule Out Telemarketing 57
* Post-Purchase Reassurance 58
* Repeat Sales and The USP 59
* Communicating With Your Prospects 60
* The Easiest Way to Grow is to Stop Losing Customers 64
* Build Relationships and Keep in Touch 65
* Keep Track of and Develop Relationships with Your Customers 70
* Value Customers by Communicating Frequently 71
* 37 Ways and Examples to Nurture Customers Through Communication 73
* Be Proactive to Outsell the Reactive 76
* The Gold Mine Under Your Nose 77
* Show A Continual Interest In Your Past Customers 79
* Communicate Personally, Formally, and Consistently 84
Chapter Three: Risk Reversal
* Reverse Risk to Put Your Sales in Forward Drive 86
* Removing the Risk 88
* Put Your Business in Fast Forward Through Reversed Risk 89
* Three Ways to Reverse Risk 89
* Who’s Afraid of Reversed Risk? 92
* Can You Profit from Refunds? 93
* Put Your Offer to the Test 93
* Half-Hearted is Half-Baked 94
* Emphasize Risk Reversal 95
* An Offer They Can’t Refuse: Develop a Powerful Risk-Reversal Approach 96
* Risk-Reversal Questions: 98
* Turn The Tables on Risk in Your Sales Proposition 99
* Risk Reversal Is A Strong Conversion Technique 99
* My Most Liberal Guarantee Ever 100
* The Power Of Risk Reversals And Preview Periods 102
* Better Than Risk Free Guarantees 103
* Performance Guarantees 103
* Offer Extended Guarantees and Incentives 104
* The Definition of Incentive 105
* You Must Sell The Incentive 106
* Elaborate on the Concept of Risk Reversal 107
* The Better-than-Risk-Free Guarantees with a Bonus 108
* Take the Risk Out of Relationships 109
* Risk Reversal in Action 109
* Risk Reversal Should Be Integral to Your Selling Process 110
* How to Build an Effective Guarantee 111
* Use the Strongest Guarantee You Can Offer 111
* Take The Risk Out Of Buying 112
* Build Trust with Your Guarantees 113
* How to Strategically Implement Risk Reversal 115
* Risk Reversal Improves Your Performance 118
* Two Examples of Risk Reversal 118
Chapter Four: Referral Systems
* Turn Your Best Customers Into Voluntary Sales Representatives 122
* Don’t Settle for Passive Referrals 122
* Revere the Benefits You Give 124
* Referrals in Four Easy Steps 124
* Offer a Special Incentive 125
* Make Referral Sales by Forming a Club 126
* Clubs Can Work for Any Business 127
* Try More Than One System 128
* How My Clients Have Profited Through Referrals 131
* Real Life Success Stories 132
* Five Step Plan for Getting Referrals 133
* Never Turn A Customer Away: Referrals Are A Two-Way Street 134
* A Referral May Not Be Worth As Much As A Sale, But It’s Something 135
* Referral Systems Are The Key to Optimization and Exponential Growth 136
* Information You Should Know In Order To Optimize Your Referral Systems 137
* Referral System Template 138
* The Exponential Effect of Referrals on a Business 144
* Referral System Example 145
* Referral Strategies 146
* Require Your Customers To Give You Referrals 152
* Stop Spending A Lot Of Money On Advertising 152
* Use Cost-Effective Alternatives 152
* Developing Referrals With And Without Your Customer Base 153
* How to Use the 93 Referral Examples 156
* 93 Referral Examples 158
Chapter Five: Host/Beneficiary Relationships And Joint Ventures
* Reap The Rewards From Someone Else’s Advertising Budget 210
* Host/Beneficiary Defined 212
* Targeted, Leveraged Approach 212
* Start by Making a List 213
* Target Specific Companies, Starting with the Small Ones 214
* Set Up the Appropriate Relationship 214
* A Two-Way Valve for Profit Flow 215
* Structuring The Deal 217
* New Profit Centers Change Customer’s Marginal Net Worth 219
* You Are Not Going To Gain A Customer For Free 220
* Making It Work for You 221
* Here’s How to Get The Relationship Going 222
* Address the Fears of the Host Immediately 227
* Typical Objections You Should Be Prepared to Answer 228
* Things to Watch Out For 229
* If It Doesn’t Cost You Time or Resources and Makes You Money, Do It 231
* Start Out with a Pilot Program 231
* Host/Beneficiary Relationship Examples 232
* Three Reasons Why Businesses Do Not Implement Profitable Activities 236
* Generate An Ongoing Stream Of Business 237
* Joe Karbo’s Horse Gambling Paid Off 241
* You’ll Be Amazed At What You Can Come Up With 242
* Those Methods May Be “Unconventional” But They Work 243
* Client Success Stories 244
* The Economy Is Making It Easy For You! 249
* Keep Your Eyes Open For Opportunities 251
* Specific Applications 252
* Piggyback 252
* Give Your Host a Real Gift — Special Treatment 254
* A Host/Beneficiary Works With Anyone 255
* Joint Ventures 256
* Joint Venture Marketing: A Broad Umbrella of Opportunities and Possibilities 259
* Opportunities in Distressed Businesses 261
* Link Your Business with Competitors 262
* Keys to Endorsements 264
* Grow Through Endorsements 265
* Competitors Can Help You 266
* Look at the Dynamics They Offer You 270
* Look For Business Assets That Aren’t Being Maximized 270
* Partner or Perish 273
* Strategic Alliances Aren’t New 274
* Endorsing Other People’s Products To Your List 276
* Strategic Alliance Template 278
* Your Most Valuable Asset is Your Goodwill 279
* Endorsing Other Products or Services 284
* Harry C. Picken’s Cross Promotion Ideas 287
* 12 Points Of (Often Free) Distribution: 289