The Question Matters


Market, Close, Satisfy, Repeat


The “repeat” in the title isn’t an encouragement to “market close satisfy” over and over again.  Rather, it’s a healthy reminder today from a writer at Entrepreneur magazine–the cost of repeat business is a fraction of the cost of finding new clients. It’s much better for your time, your money, and your stress to build a base of repeat customers.   Read the entire article here.  This was a good reminder to me that re-inventing the wheel is almost always a long slow way to make a profit.

The author offers five principles for building repeat business:

  1. Be diligent with your database.
  2. Make your communication personal and personable.
  3. Make it easy for your customers to buy and keep buying.
  4. Decide what you can promise your customers.
  5. Test and measure everything.

The article has me wondering, what does repeat business in the professional services industry look like?  Hmmmmm…

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On a different note, you should read JenX67‘s post today about a writer convinced that Gen X is too polite to lead, and that our politeness will lead to Gen Y getting promotions to executive level positions before they’re 30.  In coaching, we call that “distorted judgment,” in essence believing and behaving as if 1 + 1 = 3.

As a voice for Gen X, Jen is annoyed and it’s hard to blame her.  I’ll take a more pragmatic perspective and suggest that, if indeed a Boomer wants to skip over their Gen X employee’s experience, patience, and wisdom for Gen Y’s idealism, youth, and inexperience, they better invest in coaching for those young leaders now.

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