Keep your existing customers happy, loyal . . . and buying. Your promotional campaign worked like a charm and the flowof new customers has been phenomenal. So why are your profitslagging? Maybe because while you were busy chasing after newcustomers you overlooked your old ones. Self-made millionaireand entrepreneurial expert Brad Sugars shows you how tocultivate a big base of loyal customers who buy, buy, and buyagain. Learn how to: Offer exclusive sales that bring your best customersback again and again - Delight and win over your customers by continuallyexceeding their expectations - Achieve the dream of keeping your customers for life! Get real results right now when you discover all that Instant Success has to offer! Instant Advertising * Instant Cashflow * Instant Leads * Instant Profit * Instant Promotions *Instant Referrals * Instant Sales * Instant Systems * Instant Team Building *The Business Coach * The Real Estate Coach * Successful Franchising * Billionaire in Training Bradley J. Sugars is a world-renowned entrepreneur, author, and business coach who has helped nearly a million clients around the world find business success. Brad is the founder of Action International , a global network of business coaches with nearly 1000 offices worldwide. Brad and the Action International team have refined over 500 business strategies and systems that are used by Action business coaches on six continents. Keep your existing customers happy, loyal . . . and buying. Your promotional campaign worked like a charm and the flowof new customers has been phenomenal. So why are your profitslagging? Maybe because while you were busy chasing after newcustomers you overlooked your old ones. Self-made millionaireand entrepreneurial expert Brad Sugars shows you how tocultivate a big base of loyal customers who buy, buy, and buyagain. Learn how to: Offer exclusive sales that bring your best customersback again and again - Delight and win over your customers by continuallyexceeding their expectations - Achieve the dream of keeping your customers for life! Get real results right now when you discover all that Instant Success has to offer! Instant Advertising * Instant Cashflow * Instant Leads * Instant Profit * Instant Promotions *Instant Referrals * Instant Sales * Instant Systems * Instant Team Building *The Business Coach * The Real Estate Coach * Successful Franchising * Billionaire in Training Bradley J. Sugars is a world-renowned entrepreneur, author, and businesscoach who has helped nearly a million clients around the world findbusiness success. Brad is the founder of Action International , a globalnetwork of business coaches with nearly 1000 offices worldwide. Brad andthe Action International team have refined over 500 business strategiesand systems that are used by Action business coaches on six continents. McGraw-Hill authors represent the leading experts in their fields and are dedicated to improving the lives, careers, and interests of readers worldwide INSTANT REPEAT BUSINESS By BRADLEY J. SUGARS The McGraw-Hill Companies, Inc. Copyright © 2006 Bradley J. Sugars All rights reserved. ISBN: 978-0-07-146666-0 Contents IntroductionHow to Use This BookCharlie's Repeat Business Roller CoasterPART 1—NewslettersPART 2—Closed-Door SalesPART 3—Loyalty StrategiesPART 4—Worth ConsideringTesting and MeasuringGetting into ActionAbout the AuthorRecommended Reading ListThe 18 Most Asked Questions about Working with an Action International Business CoachAction Contact Details Excerpt CHAPTER 1 Part 1 Newsletters "It's time to now look at newsletters as a tool to generate repeat business,Charlie. Have you ever thought about producing your own?" "No, Brad, that's way too involved for a small business like this. Besides, Ijust don't have the expertise, or the budget, to consider them." "Let me put it this way. Do your competitors have newsletters?" "Quite a few, Brad. There's the quick fitment center around the corner. They'rea franchise, so they get one whether they want one or not. Then there's theexhaust shop that produces a black-and-white newsletter each quarter. It's notmuch, I must admit. It's cheaply produced on their photocopy machine, I'd say. Idon't know about the other mechanical workshops, though." "So they're fairly well accepted in the industry then, by the sounds of it. Thetrick, of course, is to have one that gets read and acted upon. You see, thewhole objective here is to get your cash register ringing." "That's all very well and good, but they still take a lot of know-how toproduce, don't they? I mean, I'm no journalist, and I'm not about to hire one,if you know what I mean." "You're right and wrong, Charlie. Yes, they do involve some know-how, and that'swhat I'm about to give you. And no, you certainly don't have to be a journalistto produce one. In fact, you don't need great writing skills at all. But we'llget to that in a moment." Charlie looked unconvinced. "I