By David Holland

July 1, 2021


The end is only the beginning.

I promise that’s not some vague saying you’ve read on a cat poster – it’s an important lesson in business.

Because I’m going to let you into a little secret… The easiest way to get new business is to get your existing customers to buy again or purchase new stuff.


Because they already trust you and love you.

Building an ‘existing customers’ community 

I can’t think of too many business models that don’t think about upselling, cross-selling or repeat business opportunities.

Think about it – there’s a time limit on some purchases. Sometimes they’re short, and sometimes they’re extended.

Cars, weddings, and kitchens, for example. BUT even in these markets, there are complementary opportunities to be explored.

Weddings are supposed to be a ‘once in a lifetime’ event – but the reality is, 50% of the time, they’re not. Okay, I know that’s a little bit pessimistic.

But on a more positive note, there are anniversaries, celebrations, and possibly even the pitter-patter of tiny feet at some point too.

So, where is repeat business more active?

In most sectors, however, there’s a more regular need. It’s more repeatable, and as long as it’s managed well, then it’s REALLY easy to maintain.  

It’s a common joke that gym memberships spike in January and the direct debit has usually been binned off by Easter… but it’s also true.

Gyms, fitness coaches, and personal trainers are all completely aware that their business is cyclical.

And the same is true of any coaching, tutoring, or support-led business. That’s why they tend to be on a subscription, pay-monthly, or limited-time contract basis. 

Sure, customers might say ‘sorry, that’s the end of the road for me’ – but it’s not the end of the world. Even if it’s not what you want.

Importantly, though, that doesn’t have to be the end of the relationship.

In fact, it shouldn’t be.

Selling isn’t difficult – it’s just hard work

Here’s the thing – if selling was easy, we’d all be doing it. And we’d all be retiring to a tropical island in the Caribbean.

Honestly, though, selling is easy… if you’re willing to put in the hard work. And that’s an entirely different proposition.

Think of it like this… imagine you’re a personal trainer. Picture yourself as The Rock if you want… seriously, it’s your imagination, I won’t judge.

A regular gym member is paying their £19.99 a month, but they decide to take on a personal trainer to reach their goals quicker and more effectively. To maximise their time.

You, the personal trainer, know from your years of experience that the client will achieve visible results in three months, and you set up the agreement.

What usually happens here is that after the three months have passed, most trainers will say “Thank you, goodbye. You know where I am if you need me…”.

Some customers might ask to carry on, but the reality is that most will wander off, go somewhere else or even undo all of that good work.

That’s a HUGE missed opportunity! 

Because if you know the usual behaviour of your customers, you can plan a strategy that’s specifically aimed at keeping them interested.

So, you, Dwayne Johnson the personal trainer, can respond in a much smarter manner when the three-month agreement ends:

“I’ve really enjoyed our time working together, would you like to receive a free weekly motivational programme via email?”

But what does this email look like? 

Make it personal.

The first email in this example should be a review of their progress over three months.

Afterwards, the following emails will be a series of pre-written and targeted messages that will help them stay focused on their goals.

After a little while, and this is where experience and knowledge of your sector is INVALUABLE, an attractive offer will land in their inbox.

Accompanying that will be a reminder of those positive results – simple, effective, and targeted.

If you’re reading this and think this is all sounding a bit too complicated, don’t worry. I promise you it isn’t.

Automating sequences is WAY EASIER than you’d ever think.

The truly great thing is you only have to do the work once!

Then the process will pay dividends - time after time.

How do other businesses do it? 

You’ve seen it a million times before, but you might not have given it a thought.

Take a look in your wallet or purse – how many store cards have you got?

Supermarkets and stores aren’t silly.

Starbucks do this right. Every year, you get a free drink on your birthday. What’s not to love there?! 

It’s simple and effective. Why? Because you need to have a Starbucks reward card/app to register for your birthday freebie. Then Starbucks can capture customer contact info and they can market to their customers in a much more specific manner. 

And it gets repeat business too. IN FACT, Starbucks app users are 5.6 times more likely to visit a Starbucks store EVERY DAY, according to Numerator.

Data gathered by the app, and reported by Numerator, also found that 71% of Starbucks app users were visiting a store at least once a week.

And it’s not because Starbucks want to give away even more of their tight margins – it’s because they’ve developed a system.

It’s highly sophisticated and allows them to capture, measure, segment, and manipulate the communications, offers, and literature that arrive at your door and in your inbox.

If you go to order an item, then the system will calculate that you might also need complementary products.

So, if you’ve just added a phone to your basket, you might also be interested in phone cases, earphones, and an additional charging cable.

Imagine the millions of customers that walk through the doors of leading stores every week. Now think of the thousands of products in every store that can fulfil the demand.

Sounds incredibly complex, doesn’t it?

Well, good news - it’s not!

Sure, in a system that’s so in-depth, there will be people checking, measuring, and tweaking data every day. But in general, it works on its own.

And that effort alone is why huge national chains can maintain their position in the price, service, and branding battles of modern retail.

What else do they do?

One of the easiest wins for a lot of businesses is to find ways to stay in their customers’ thoughts.

Once they leave the store, complete the transaction, or subscribe, it’s up to you to make sure they remember you.

The solution for many businesses is to invest in free promotional material – which can be successful if it’s properly thought out, well-timed, and the material is practical and useful.

It’s a great way to say ‘thank you’ or ‘welcome’ to a client – think, if you’re coming to the end of an agreement, then a pen and a diary arrive at their door, complete with a note saying thank you for your time together, that’s immediately putting the relationship in a positive frame of mind.

How can you do it? 

The reality is, if you don’t love your customers automatically, someone else will.

What I mean by that, of course, is love them through automation – a process-driven system.

You probably won’t need a system that’s anywhere near as complex as the one that supermarkets and retail outlets employ and maintain…

BUT if you want to maximise the longevity of those relationships, you HAVE TO HAVE A PROCESS!

Because the thing is, complexity is easy when the health of your business depends on it.

The good news is that A LOT of these things can be automated in Keap… and we’re specialists in KeapInfusionsoft, and all things related!

We can help you implement automation through Keap, train you on maintaining your system, and assist you wherever you need it.

Our proven approach to implementation reduces the time it takes for you to start enjoying the benefits.

Need our help?

Our training helps you understand how to get benefits from the technology, not just which buttons you should be clicking.

And our assistance means we’re always there with fast answers, done-with-you, and done-for-you assistance to drive your business forward so that you can jump straight to the next level.

If you want to chat about how we can help you implement Keap in your business and sell more to your existing customers as a result, hit the button below.

About the author

Nice bloke with practical ideas. Former Procter & Gamble, Kraft and IBM sales and marketing executive. Became a business owner 20 years ago. Started multiple businesses including EXELA which is the most successful Keap® & Infusionsoft™ reseller in the EMEA region.

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