Client Magnets Official Blog

Chances are there’s a limit on how frequently someone can purchase from you. Even your best, most loyal customer.

And you probably think that there’s nothing you can do about that. But you’re wrong. There are definitely ways to stop restricting the frequency of your customers’ purchases.

For example, if you work as a consultant and are brought on board once every two years to do a big project for a client, at the end of that project they don’t need you again for another two years.

The frequency of this transaction is only once every 24 months.  But finding ways of serving that client every 12 months will increase the frequency of their purchase from you and thus increase your income.

This is possible even if you think you’re in a business where it’s not.

A person who sells corporate entertainment told me, “Once someone has bought this type of entertainment they probably aren’t going to want it at the next conference.”

And another person said, “I sell weddings. I’m a wedding planner. And hopefully once people have got married and they spent money on a wedding they’re not going to need that service again.”

Now both of these statements are absolutely true. And they may very well apply to your business too.

Here’s where it’s time to begin thinking outside the box. It’s time to begin thinking more broadly about how you can leverage that relationship you’ve built up with that customer who trusts you enough to give you money. How can you offer them new, additional, complementary solutions?

It doesn’t have to be that you just try to get them to buy the same thing again and again. In fact that’s typically not a good thing to do.

You need to find a way that you can continually add more value in new forms and other ways to give them the opportunity to spend more with you.

For example, a consultant might offer an annual check-up to ensure that the customer’s project is on track. This will increase that customer’s purchase frequency to every 12 months.

Even a wedding planner’s work doesn’t have to be one-time only. Why not broaden your offerings to include anniversaries, christenings, any future event your customer might want to celebrate?

So look at your existing business and think of ways to offer additional services that will bring customers to you more frequently. That’s how you’re going to turn one-time sales into recurring or continuity business.

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