If you want more clients
If you’ve been reading my latest emails you’ll know that I am moving away from teaching people how to get more clients and make more money in their business.
What I’ve noticed is that many people want their business to be really successful so they can earn more money and have more time to do the things they long to do. Whether that’s a nicer home, more holidays, more family time, more days off, more ….
And when their business is successful then everything will be wonderful – and they can start to live the life they truly want.
But the life they truly want always seems to be in the future – as a picture in their mind.
10 years ago I heard an expression.
You can have anything you want ….
…. as long as you give up your pictures about the way they should look
It took me many years to truly grasp what this meant.
At one level it doesn’t make sense at all and yet when you live from that place it makes total sense.
And that’s the direction my business is taking.
Coaching people to have what they truly want.
Which means looking at everything in life:
Business, family, relationships, health, lifestyle
Everything’s connected. When something plays out in your business it’s also playing out in your relationships, your family, your health – everywhere.
Once I really truly experienced this and lived it – I could no longer focus on just business growth – because I want the end result for my clients (the thing that they think growing their business will give them).
If you want a cottage in the country or to spend 6 months of the year living abroad – I want to explore all the options of you having that now – because it’s totally possible – even if the odds are stacked against you – you don’t have to wait until your income is x. But you do have to be open to all the options (and a little bit of magic).
Although I should warn you it will almost certainly get a bit bumpy along the way.
So whilst what I will be teaching and sharing will have a massive impact on your business (such as amazing opportunities coming out of the blue) I’m no longer going to be teaching specific strategies on how to get new clients.
But I do want to recommend two people who are absolutely brilliant at it (especially as getting clients is the lifeblood of any business):
Bernadette Doyle and Karen Skidmore
Bernadette has been my mentor for 10 years – I started following her when I left my job and worked in my business full time. I was a founder member of her Step by Step programme (when it was known as the Marketing Mastermind Group) and then joined her high level mentoring programme -during which my income tripled.
Over the years she has mentored me and hired me to be her head coach. A big chunk of what I have implemented and taught about getting new clients is thanks to her. Her teachings are fantastic and if you aren’t already following her I highly recommend you do so:
And the other person I recommend is Karen Skidmore. Karen started her business in the same year as me but our paths only crossed a few years ago when she became a coaching client – I loved working with her and was really impressed with what she had created for herself and the awesome results her clients were getting.
She created her business to work around her and her young family (although they’ve grown up a lot in the last 11 years). She is brilliant at marketing and keeps it real, making it super simple to implement. I love her style of teaching because it’s so practical and down to earth.
Find out more here:
If you read my earlier blog posts, you’ll know that several weeks ago I announced that my business was moving in a new direction – that I’d decided to drop all my online programmes and move away from teaching people how to get more clients and make more money in their business.
It was a dramatic thing to do –and had many people wondering where I was headed and what I was up to.
Looking back I can see I was “throwing down the gauntlet”, announcing my intention to the world and the energy behind it was “this is it, let the battle begin”.
Of course I was aware of none of that at the time.
I just knew I could no longer continue with what I had been doing for the last 11 years.
I promised to let you know the new direction my business was taking.
But here we are nearly at the end of January and …. nothing.
Every day an internal battle raged in my head which sounded a bit like this:
“you must write a blog post to tell people where you’re headed”
“but I don’t know what to say, I’m not ready yet”
On and on it went….
Until I got clear on what’s so.
The truth is I’ll never be ready. And more often than not I never know what I’m going to say – until I say it.
But what I’ve also come to realise is that until I lay my stake in the ground, I have a completely blank canvas – I could go in any direction – which feels very exciting.
But as soon as I try to drill down and get specific I contract – my whole body goes “ugh”. I feel squished and limited.
And as I’ve been digging deeper I can see that the “ugh” is masking a deep, deep fear of making a mistake and getting it wrong.
In the past I would have pushed through – “feeling the fear and doing it anyway”.
But a lifetime of working so very hard trying to “get it right” had left me depleted and burnt out – to the point where I’d pretty much cocooned myself from the outside world – only connecting with my support network, and close friends who “got me” – and were neither going to judge me, nor coach me.
I didn’t dare share what I was really feeling and experiencing to anyone else because “I shouldn’t be feeling like this”.
I have an amazing life, I’m fit and healthy, I have time to myself, I live in a beautiful home, have a wonderful husband, gorgeous children, fantastic friends and a great business.
There was no reason for me to feel anything other than happy and content.
No reason at all for my inner world to have felt like a living hell.
But it did.
And I’d been waiting until I “felt better” before I wrote to you. So I could say:
“Great, I’m sorted now”, I’ve popped out the other end, I’ve figured it all out and now I can help you too.”
But truth is, I’m not going to suddenly “figure it out”, I’m on an ongoing journey, a journey of daily insights and ahas.
And where I’ve had the biggest impact is when I open up and share everything – the good, the bad and the ugly.
Because that’s what makes it real.
You see we all have expectations and pictures about how life should be – how business should be.
And when reality doesn’t match those pictures, we beat ourselves up – we feel “wrong”, “stupid”, “not good enough”, “unworthy” ….
And we keep trying to change our external world in order to feel better about ourselves.
…. when my business is making x, then everything will be ok
…. when I hire an assistant then I’ll take time off
…. when <prospective client> says yes, then I’ll buy that new …
What we are really saying is when everything outside of me is just the way I want it then I’ll be happy and content.
And for the past few weeks what my actions have been saying is “when the negative voices in my head shut up – then I can get on and start marketing my new business”.
As I’m writing I’m laughing – laughing at the nonsense of it all.
But it didn’t feel like nonsense as I’ve been going through it – it felt very real, and I was terrified I might end up stuck there forever.
Instead of having compassion for the massive strides I was taking, I was beating myself up – for not going fast enough. “Come on, Melina you’ve been doing this for long enough – you should have figured it out by now.”
But life isn’t about figuring it out – it’s about experiencing – about feeling.
Feeling the ups and the downs.
Feeling the highs and the lows.
The higher the ups, the lower the downs.
It’s what makes us human.
And it’s only when we can fully experience life, going through the ups and downs without judgement – not wanting to change ourselves or our circumstances – will we ever be feel free.
And that’s the direction my business is headed – to facilitate the deep transformation required so you feel totally free and at peace – regardless of what’s happening in the outside world.
On one level it’s totally awesome because you don’t need to “do” anything – there are no strategies, there’s nothing to change or fix.
An on another level it’s the hardest, most challenging journey in the world – aswell as the most rewarding.
So if you’re game and want to dip your toe in the water, stay tuned as I share more and more over the coming weeks and months.
And if it’s not your thing in my next one or two emails I will be sending you some resources to help you get more clients – I know that’s what you came to for originally and I want to honour that.
Time For Letting Go
Two weeks ago I decided I was moving totally away from internet marketing and no longer offering any online products and programmes.
Yep, just when everyone is launching new online programmes and wanting to get passive income streams up and running, I am moving in a different direction.
And yes, I do sometimes wonder if I’m crazy.
However what I noticed is that two weeks on I have not done anything about it. And as my intention was to do a closing down sale in December, if I’m going to do it I need to get moving.
But when I tried to come up with a plan/job list all I managed to write was “lots”. Helpful? Not!
It wasn’t that I don’t know what to do – I’ve done many very successful sales and promotions (one brought in £2,619, another $11,400 – both launched over a few days and with just 3 emails).
But with this closing down sale, here we are the 8th December and I’m no further forward.
Time to dig a little deeper.
Now whilst it’s true that I don’t have the techy support I used to have, that’s not the reason.
No, the reason is I’m scared.
It’s a big deal saying goodbye to something everyone else is moving towards.
What if I’m wrong?
What if no-one wants to join me on a Magical Mystery Adventure next year?
What if everyone really does need to know what results they will get before signing up to work with me, and all I can really promise is a magical journey.
Admittedly, the end game is ultimate freedom but I can’t guarantee that – because that depends on so much more than me.
All I can do is create the magical environment, and hold an incredibly powerful space for someone to be vulnerable as I take their hand on their own unique and deep transformation.
My journey has taken me in all kinds of directions and there’s no one thing that has got me where I am today.
And all I know is that right now
I’ve never felt so much freedom,
My relationship with my husband is better than it’s ever been (and we’ve had some really rough patches)
I spend a lot more time with my children,
I take my puppy for a walk in the gorgeous Shropshire countryside every day,
I have time to relax and be with friends
and I get to take plenty of time to do things I love (like yoga and swimming, and reading novels).
I feel truly blessed but I also know what it’s taken to get me here – and it hasn’t always been easy.
But whilst I know I am on the right path, and the adventures I have planned for clients next year will be the most magical ever, letting go of the old is proving more challenging than I thought.
But then no-one said following your dreams would be easy.
And whilst I could simply move on, I know that if I let my old programmes just fizzle out then I am not honouring them or the transformation they have given clients.
It would be like leaving university without a graduation ceremony – and I had the most magical graduation ceremony so that’s a definite no.
So even though I’m not ready, I am going to be having a closing down sale – starting today.
I’m not going to be following traditional marketing rules– there will be no false scarcity, “last chance”, “once it’s gone, it’s gone” campaigns.
Nor am I going to work behind the scenes getting everything ready then do a big 3 day sale.
I am simply going to share what I have to offer throughout the rest of December and you can choose whether to buy or not – and know whatever you decide is perfect.
I’m keeping it simple – and everything will be priced at a fraction of what the original programme cost.
It will take me a few days to get everything ready but I do have one programme ready now with the right price. If you want more customers it’s perfect.
You can find out more here:
It will be available until the end of December.
Mummy You Lied
I’m truly sorry, I wasn’t telling the truth when I wrote my blog post yesterday (or as my 8 year old daughter would say “Mummy you lied” – she simply doesn’t accept honest mistakes, to her they’re lies– gotta love kids).
I wasn’t aware I wasn’t telling the truth, I spoke from my heart and I believed I was telling the truth.
But something didn’t sit right, and I couldn’t figure out what it was.
I gained clarity this morning (whilst swimming – it’s amazing how much clarity I get swimming – even my eyesight is better underwater).
The truth is, I’m not scared – either of letting go, or of the future.
I have total faith that everything will unfold as it’s meant to – whatever that looks like.
From a practical point of view, I am launching just one programme next year and I have 6 places available.
I trust there are 6 people who want to work with me and have the money to do so (and I’m excited to find out who they will be).
I’m also not attached to it happening, I will play full out for it to happen (what I have planned is soooooo exciting) but if it doesn’t pan out, I know something else will, which will be equally magical and amazing, if not more so.
You see feeling scared is an old belief – it isn’t actually true for me today (I just thought it was because it was such an old familiar pattern).
That doesn’t mean I won’t get butterflies doing something new, but as Gay Hendricks says “fear is just excitement without the breath”.
And I LOVE being excited. I think it’s my favourite emotion. Excitement makes my eyes shine in a way nothing else does.
So if it wasn’t fear, why was I procrastinating with my Closing Down Sale?
Because, truth be told, I didn’t want to do it.
Energetically I’d moved on – I just wanted to promote my new Emerald Explorer Programme. 2 awesome people had already said yes and are manifesting the money to do it, so I knew I was on track.
But I was still in this dance between the old and the new.
I remembered a similar experience when I first started in business 11 years ago.
I did the training in September (Power Sales – still love that title), and got my first client in November. Once I’d got my first client, that was it – I was ready to give up my full time job but I wanted a bit of extra security as I got my business off the ground – so I negotiated working part time for a few months. Great idea, but energetically I was gone – all I wanted to do was my new business.
And my Closing Down Sale felt the same. I felt that I “should” do one –it makes perfect sense. It’s a strategy I’ve recommended a lot to clients and I’ve also used it myself – my closing down sale took place whilst on a camping trip with my children – it was such fun and generated £2619.
My logic told me that December is the perfect time, let go of everything which has served me well and start over with fresh energy in the New Year.
But my heart wanted to prepare for Christmas, make Christmas cake, buy presents, wrap presents, decorate the house, drink sherry, eat mince pies. I love Christmas and I love everything that is a part of it – including the preparation. Some people say Christmas is too commercialised (and they’re probably right) but I love taking my time and choosing gifts I feel will be well received. I love the delight on my children’s faces as they get what they asked for. And yes there are times I go a bit over the top – 6 Nerf guns was probably a few too many but I will always remember the excitement on my son’s face as he opened them all.
So as you can probably guess preparing for Christmas is important to me – and I don’t like to start until December. Mmm – 3.5 weeks to get everything done.
So to add something extra on my plate like a closing down sale, is not the smartest idea in the world when what I really want is to take December off.
And it’s not unusual for me to create work at this time – last year I decided to write a daily email (yep including Christmas day, although I did pre-schedule that one J)
And most people don’t have the luxury of taking December off – so why should I? My conditioning has always been “can’t do that – gotta work full time and fit everything else in in the evenings and weekends”
But my desires are there for a reason – and I’m starting to say yes to them.
And I love the idea of time off in December
And to me Closing Down Sale = masses of work:
Re-writing the sales pages to reflect the discounted prices and remove any references to live calls.
Writing a new sales page for 24 individual Master Classes (full of great content which most people haven’t seen)
Sorting out all the backend so that everything flows.
It could get really complicated (and I need help because me and web pages don’t get along).
BUT it doesn’t have to be complicated.
What if I could do both – take the time I need to prepare for Christmas (so everything is ready BEFORE Christmas Eve – now there’s a novel thought) AND do a Closing Down Sale.
Now that’s exciting!
Exciting enough for me to put my heart and soul into it.
And I’ve just had an email from my dear friend John, who used to be my online business manager, and he can do all the techy stuff for me over the weekend.
I truly am blessed.
- My awesome programmes get in the hands of the people who need them at really brilliant prices,
- I get the excitement of making sales whilst doing the things I love (mmm I’d forgotten how exciting that was – maybe I am going to have to create something new online – in alignment with magic and mystery)
- I model imperfect action and inspire others to stay true to themselves and say yes to their dreams
Sound good to you?
So very soon my Closing Down Sale will be live.
I’m excited – hope you are too.
Here’s to excitement.
A Magical Journey
My goodness it feels like I got on a Bullet Train last week and it’s just started to slow down as it heads towards the station.
However it has been the most extraordinary experience.
Even at that moment when I wanted it all to stop, I still knew I was safe and that this too would pass (and my wonderful husband reflected that back to me).
I’m not even going to try to share my experiences as there is waaaay too much for one email.
And truthfully, what I am experiencing now is the result of a journey of transformation I embarked upon 10 years ago. There’s a gazillion puzzle pieces that are all falling into place right now, but they’d only make sense if I shared the whole story.
And that’d take a looooooooooooong time
But what I do want to share is the consistent message that I’m getting loud and clear which is to re-connect to who I truly am.
It’s really beautiful to watch it unfold.
And at times it’s scary.
Whilst I have a huge amount of trust and know at a deep level that I am on the right path and this is what I’m meant to be doing – it’s a massive step into the unknown.
I am truly stepping into unchartered and uncharted territory.
From a business point of view it may make no sense.
Many people will think I’m crazy.
But when I look back at my life – including all my successes in business – I never did anything because it made sense.
I did it because there was this part of me that lit up and sparkled and went “ooh that sounds fun”, or “ooh not done that before”, or “wouldn’t it be amazing if …”
And although the thoughts were different each time, the feeling was always the same.
A feeling of excitement, curiosity, adventure, magic and trust.
And no fear – the fear only came later as I started implementing:
What if I’m wrong?
What will people think?
What if it doesn’t work?
Oh s**t what have I done?
As I moved through my fears I discovered that my courage inspired people.
People loved the big bold actions I took because it motivated them to step forward.
They felt the energy behind the words I shared.
They thought “if Melina can do it, I can too”.
I discovered it’s not what I do, it’s the magic and the sparkle that infuses what I do that inspires and empowers others.
Whenever I did anything “sensible” it was a flop.
Doesn’t mean doing sensible stuff is bad.
Or that you have to do wild and wacky things to get results.
But for me I don’t shine unless it includes a little wild and wacky-ness.
Something different, something bold. It’s part of who I am.
It’s when I show up as the best version of me.
It’s when I write the best emails.
It’s when I create magical experiences for people.
So if I don’t get that sparkly “ooh” feeling about something – it’s not right for me.
Doesn’t mean it’s not right – it’s just not right for me.
Can you build a sustainable business that goes against 80% of everything that’s currently taught about marketing and sales?
Who knows! But I’m excited to find out. It definitely gives me that sparkly “ooh” feeling.
And I know that if it doesn’t work out something else will show up along the way.
Now before you go away and think I’m a crazed wacko and I’m going to fail miserably, I have actually spent 11 years, following rules doing “what works” in business.
I’ve mastered lead generation and selling high ticket programmes; I’ve had 6 figure years, and 5 figure months and launches; I’ve had a successful membership programme; I’ve sold hundreds of digital products; I’ve worked with the best mentors (who’ve hired me to sell their coaching programmes); I’ve spoken on many stages; some small, some large; I’ve done webinars; I’ve put systems in place; I’ve hired support; I’ve let go of my money story.
I’ve learnt what works for me and what doesn’t.
I’ve done all the “groundwork” so I can now “break” the rules with confidence and congruence, stepping into the unknown with faith, fully supported on a practical level with a deep knowing that whatever happens all is well.
It’s now time to step it up a gear.
And I’m excited about the future and how I can fully support you on your magical journey.
So over the coming weeks I will be sharing more about what that looks like and what to do if you want to be a part of it. And if you don’t but you still want marketing and business building advice I’m going to be recommending some awesome business building and marketing experts.
And I’ve got some great “letting go” offers of my own.
So stay tuned.
And thank you.
Thank you for being you and for joining me so far as our magical paths intertwine.
I have started several articles to you over the past 2 months only to abandon them several hours later as they were rambling and unclear.
And this is very unusual for me because normally my writing, especially emails and blog posts, flow fairly effortlessly.
The first couple of times I simply noticed.
But when it got to the 5th or 6th attempt I started to get curious, delve deeper and really explore what was going on.
And I came to realise that I was trying to squish myself into a box. Ever had that feeling?
Since I started my business 11 years ago I have been on a journey of self-discovery and transformation.
But the last year it really ramped up in intensity to the point that teaching people how to attract high paying clients or take their business to 6 figures no longer floated my boat.
I knew I wanted to take my business in a new direction, yet every time I tried to come up with a brand, or a tagline or an elevator pitch, I would go on to Facebook or look at my emails and someone else was promoting the exact same thing (at least that’s the way I perceived it).
I felt I was back to the drawing board because I wanted to create something totally unique – even though I knew that it was me that made it unique.
I kept reminding myself that there are about 8 different hairdressers in my town – each one different and they each have loyal clients who keep going back (at least I assume so as they’re still in business). There was room for them all.
It didn’t matter that I was doing the same thing as other people.
But it’s one thing to get something at an intellectual level – it’s completely different to clear it an energetic level – which is why many people stay stuck. They know what the problem is and what to do about it – yet something stops them taking those action steps.
So I looked at it at an energetic level and came to see that the difficulty I’ve been having over branding is because I cannot condense what I do into a few words or even a paragraph.
And in traditional marketing you have to be clear – clear on your message, your market and the transformation you provide.
So I’ve spent the past year trying to get clear so I can start marketing and sharing my message.
I’ve created space, I’ve hired branding experts, I’ve tested different messages with different people – I’ve made progress, had breakthroughs yet still couldn’t come up with anything which I was happy with for more than a few days.
And when I dig deeper the truth is, I’m actually very clear on what I do and where I take people.
It’s just I’m asking them to step into the unknown.
To take a complete leap of faith (which may make no sense).
To trust themselves (and life) completely.
To go on a magical adventure of infinite possibility (with business as the playing field).
And let’s face it people don’t wake up in the morning thinking:
“how can I step into the unknown?”
“where can I find someone who can help me take a complete leap of faith?”
“how can I trust myself more?”
“where can I find someone who can take me on a magical adventure?”
But truth is when you are courageous enough to do that and fully commit to the process, then everything else falls into place – all those dreams start to come true.
I may never have a tagline or an elevator pitch or even a clear brand. And I’m ok with that.
It’s not going to stop me moving forward, sharing what is in my heart or creating the most awesome programmes.
And I reckon there are enough courageous leaders out there who want to step into uncharted territory and explore what’s possible for them in life and business.
What do YOU think?
Does the thought of uncharted territory excite you or are you thinking “what planet is she on?”
I’d love to hear your comments.
I recently attended an event and for much of it I felt like a square peg in a round hole.
Everyone else was loving it – having amazing aha’s and insights, feeling so inspired and really excited about the future.
I sat at the back feeling like I didn’t belong.
Noticing that I didn’t think like everyone else.
Recognising that I no longer agreed with some of the messages that were being shared – messages that just a few years ago I not only believed to be true but I actually taught my clients.
“If you’re not growing you’re dying”
I sat back and asked myself is that really true?
I knew that in the past I believed it – but was it true?
And as I felt into it, I could see that yes, there is an element of truth (and it certainly works to get your butt in gear), but if you really look at it – it’s not actually true.
Let’s take bulbs – the growing kind, not the lighting kind.
Right now I have tulips, daffodils and snow-drops in my garden.
You can’t see them.
You wouldn’t know they were there.
At the moment all you can see are colourful summer bedding plants (and a few perennials).
The bulbs are not growing.
But they’re certainly not dying.
They are simply dormant – happily sitting in the ground waiting for spring to burst forth and shine.
When they do they are magnificent – they flower with such beauty and grace that make my heart sing.
Then the flowers die down and there are several weeks where the foliage looks a little ugly (but you mustn’t cut the leaves because as they die down they provide valuable nutrients to the bulb).
And the bulbs spread giving a bigger and brighter display the following year.
Are we any different?
Are we either growing or dying?
Or are there not times in our lives (and our businesses) where we are dormant – neither growing nor dying but simply dormant, gathering energy for the next phase of growth?
Ever since I was a little girl I would question everything. I got nick-named Melina Why (my maiden name was Fry).
But over the years I had forgotten to question – to go within and ask myself “is that really true”?
I’d gotten a little cynical (which I hated about myself). Cynicism and “anything is possible” do not go hand in hand!
And during the event I came to see how I’d squished myself into a box – trying to please others, trying to conform, trying to find something unique to share.
But the truth is I don’t need to.
I don’t need to do anything unique – because I am unique.
It is not what we do, it is who we are that makes a difference.
I came to see that part of me was a gardener (albeit a business gardener)
I plant seeds – ideas, inspiration, questions or simply the seed of permission.
Other seeds need more nurturing, more tending and supporting along the way. They are the sweet peas of the business world.
And of course there are many, many different varieties of sunflower, sweet pea and clematis.
You see we are all different – each and every one of us is unique.
What is right for one person may not be right for you – and that includes your business.
Clematis doesn’t compare itself with a Sunflower – it doesn’t think the sunflower is better than them.
Actually it’s no more absurd than us comparing ourselves with someone we think has done better than us, has grown faster, has achieved things we haven’t.
Their journey is their journey.
Your journey is your journey.
My journey is my journey.
And whether it feels like it or not, our journey is magnificent – because we are.
We don’t have to squish ourselves into boxes.
As with most things in life, when you know what your goals are, then your chances of success improve. Having the right approach to joint ventures is essential. It can’t just be about benefits to your business.
It needs to be a win-win for everyone involved. Know what you want to get out of it – the answer to that is usually new customers. But also know why the other business would be interested in partnering with you.
What can you offer that their customers would want or would enjoy?
Want to know how to grow your business and profits?
What do your products or services do for your customers to make their life easier or better?
What value do you add to your customers?
You may know what you think makes your products or services great. But what many business owners fail to realize is that your customers perceive your business from a very different perspective. Customers are smart and they have heard most of it before.
Best service, unbeatable quality, lowest prices – describes most businesses in the yellow pages. Unless you can get a customer’s attention in the first place, they won’t be making any contribution to your profits. The key to getting your customer’s attention is as simple as getting to know them, how they think, how they act and what is important to them.
What is a customer really worth to you over their lifetime?
Sales revenue is important, but don’t forget that it is customers that are bringing you that sales revenue. Some business owners think that as long as products are moving off the shelves that all is well. Yet without customers coming into your store to make those purchases you would not be making any profit.
And how much is it costing you to find those customers?
Doesn’t it make sense to look at your business in terms of your customers instead of just products and profits? Do you really know what it costs for you to get a new customer? And do you have any idea what the real value of a customer is worth to you over time?
Making the most of your Marketing Budget
When you start to understand the real lifetime value of your customers you will see why making free and similar irresistible offers to your customers is the best thing that you can do for your business. Compare the cost of giving away a free offer to the lifetime value that the customer can bring you, and it is usually negligible.
Most marketing studies show that getting new customers is one of the most time consuming and expensive aspects of running a business. So if you have invested time and effort in getting a customer, it makes sense to optimize the potential of that customer, and that means looking after them. Why not do that from the outset and offer them something that is of real value. Here is an example that illustrates the lifetime value of a customer:
An Indian restaurant wanted to grow their business. They were located in a fairly prominent neighborhood so they took time to find out who the VIP’s and well known business people were in their area. The restaurant owner sent out 120 letters to these people inviting them for a free lunch. Of the 120 letters, 100 customers came to the restaurant to take him up on the offer. In addition to their free lunch most ordered extras or had someone with them who ordered a meal. In the end most of them became regular customers.
When asked why he did this, the owner replied that normally it would take him six months to get in that kind of business. But the offer of a free lunch brought him that business in six days. He simply couldn’t afford to wait six months for that business. He needed it now, and making that irresistible offer to his customers gave him that business.
Ways in which you can optimize the Lifetime Value of a Customer
- Offer them something of real value. A 5% or 10% discount won’t get a customer’s attention. Something that is free, even if it is just a trial, a brochure, a report or a gift is something that they will be far more interested in.
- If it is a free offer, attach a value to it. So if it’s a consultation tell them that it is worth £200 so that they know what they are getting.
- Look for ways in which you can continue adding value to your customers. Ways in which you can get them to keep coming back to you. Give them vouchers that they can use towards purchases or gift to friends. Be creative in your incentives.
When you look at the bigger picture and realize the potential lifetime value of a customer then giving something to them for free, or giving them something back seems small compared to the revenue that they will generate for your business. Once you have taken the time to target and attract customers don’t stop your investment there. Build and maintain the relationship with your customers so that they will continue to send you business over time.