Advanced Post-Sales Activities (Referrals, Resells & Recaptures)
Many great marketing experts, like Bob Burg in Endless Referrals, use a variation of the above model, in which customers first know you (become aware of your company via an advertisement or some other contact), start to like you as they learn more about your company and products, and then trust you enough to make a purchase.
We advocate a more extended iteration of that cycle. When a customer makes a purchase, your job is to help them get to know you better, like you more than they did before, and trust you in a way that wasn’t possible before they became a customer.
Review your current list of customers. Do they like, know and trust you?
If not, your next action is clear – fix whatever is wrong with your product, service or process; you need to start attracting customers that do. Read no further. There is no point in attempting resales, recaptures or referrals.
If all is in order, then let’s get busy! There are many things you can do to make resells, recaptures and referrals a natural (and very profitable!) consequence of your business.
Contents
KNOW, LIKE AND TRUST …………………………………………………………………..3
DO YOU GET CUSTOMERS TO BUY YOUR PRODUCT, OR SELL A PRODUCT TO ACQUIRE CUSTOMERS? ….4
RESALES TO EXISTING CUSTOMERS …………………………………………………………….5
CUSTOMER SERVICE AND UPSELLING ………………………………………………………..6
RECAPTURING PAST CUSTOMERS ……………………………………………………………..7
YOUR CUSTOMER CHOOSES SOMEONE ELSE’S PROPOSAL ………………………………………7
YOUR CUSTOMER LEAVES AFTER YEARS OF LOYALTY ………………………………………….7
REFERRALS …………………………………………………………………………………9
EXCHANGE REFERRALS WITH YOUR BEST CUSTOMERS AND PARTNERS …………………………..9
REFERRALS FROM PEOPLE WHO AREN’T CUSTOMERS ……………………………………….. 13
CRISTOBAL AIRCRAFT BROKERAGE – CHRIS GAMBLE ………………………………………… 14
DALLAS JET INTERNATIONAL – BRAD HARRIS ………………………………………………. 15
HERNANDO COUNTY AIRPORT – KIMBERLY POPPKE …………………………………………. 16
TAYLOR GREENWOOD PHOTOGRAPHY – TAYLOR GREENWOOD……………………………….. 18
SUMMIT AVIATION – PAULA WOELLHAF …………………………………………………… 19
SIMPLE SUPPLY CHAIN MANAGEMENT – MUHAMMAD FAROOQ ………………………………… 20
HELIVALUE$ – CAROL BUSCH …………………………………………………………… 22
AIR TREK NORTH – RANDY SCHOEPHROESTER ……………………………………………… 23
AEROSTAR TRAINING SERVICES LLC – DAVID SANTO ……………………………………….. 24
AMERICAN BUSINESS AIRWAYS – LES BROWN ………………………………………………. 25
ABCI – PAULA WILLIAMS ………………………………………………………………….. 26
CONCLUSION …………………………………………………………………………….. 27
ADVANCED RESALES, RECAPTURES AND REFERRALS ACTIVITIES ACTION LIST …………………….. 28
RECOMMENDED READING LIST ……………………………………………………………… 28
RESOURCES ……………………………………………………………………………… 28
SHOW YOUR WORK CHALLENGE ……………………………………………………………. 29
This course includes:
A thirty to sixty minute video with detailed instruction
A downloadable PDF Workbook
- We’ll send “Certificates of Completion” to those that show a good working knowledge of the concepts, and feature the best ones on ABCI’s blog. (An opportunity for additional publicity!)
- Need professional continuing education credit? CEUs or PDUs are provided for most professional organizations (Equivalent of 2 hours classroom instruction.)
- Your satisfaction is unconditionally guaranteed.
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