It’s All About the Second Sale

Posted on March 31st, 2009 by Larry Chase

Just selling someone one thing, one time, is the start of a beautiful relationship, hopefully… but not necessarily.
How many of us are guilty of selling one thing to a list of customers and nothing else thereafter? DM insiders say that direct marketing is all about the second sale. Did the paying newsletter subscriber re-up for the second year?
DM guru Mac Ross says the first time, customers buy the promotion of the newsletter, but the second year is when subscribers really vote their confidence in the product they initially bought into.
Renewals are one thing, cross-selling, and upselling is another challenge. Some DM’ers start at a low price-point, maybe even breaking even on the first product, just so they can qualify their customers for downstream products and services.
Setting up a successful stream of products and services, with optimal pricing, takes lots of testing, experience, and a commitment to the product and marketplace. LC

The Internet Marketing Tip above originally appeared in Larry Chase's Web Digest For Marketers which you can subscribe to at no charge at www.wdfm.com.