A while back, I started watching "Breaking Bad" spinoff, "Better Call Saul".
One of the reasons I like it is because you can learn a lot of great lessons in persuasion, marketing, and business (many of them what NOT to do).
One of the minor characters in that show, a gun salesman, teaches a customer service lesson that, in my opinion, can explode the growth of a business.
It's the difference between constant running on the marketing hamster wheel to get your next buyer... and having a business who's profits swells steadily upwards over time.
Basically, what happens, is Mike Erhmantraut, one of the biggest cinema badarses you'll ever see, goes to buy a gun. But, after seeing the selection, he decides not to buy. Nevertheless, being a stand up guy, he offers to give the salesman a few hundred bucks for his troubles.
What the salesman said back is where this lesson is taught:
"No need. I make my living on repeat customers. When you need what I'm selling, you'll find me."
Really quite genius if you ask me. And notice there's no fancy persuasion tricks or Zig Ziglar-style closes. And no desperation to make a sale either. It's just straight up honesty and sales as a service (and later, Mike DOES go back to buy a gun).
But more than that, it shows the importance of having a back end in place. A system of selling things to your buyers, so that instead of a purchase being worth X amount... it's worth X + Y + Z +... over time.
And, yes, though I'm biased, email is (probably) the best way to do this.
Because it allows you to sell the relationship with you, rather than just sell your product. And when you do that, you position yourself as a "go-to".
So do like the fictional gun salesman. And you'll be happy as a porker in pie for the rest of your days.
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