River Corbett breaks down a profit framework focused on maximizing existing customers instead of chasing new ones. Key tactics: offer three-tier packages and steer people toward the middle or high option, use upsells and downsells to capture more revenue, and send daily emails to your list like Coca-Cola and McDonald's do.
We'll take advantage of the fact we all have customers now, and we don't have to market the heck trying to get new customers because they already exist. Upsell is a key thing. Make sure that you are saying, hey, thanks for the service. We do with our business, would you like a sommelier to come with the culinary experience that we offer? Downsell. Don't let people leave. We have 3 packages that we offer as part of our offering. We typically go for the middle or the high one. Oh, I can't really afford that. No problem, let's offer you this. And then the third one is put together a digital marketing strategy that drives leads to your business and that has a follow-up, what they call an autoresponder program, that is based on regular emails going out to people that allows you to connect with them when you're sleeping. And don't be afraid of emails going to people. There's nothing wrong with that. Coca-Cola and McDonald's markets every freaking day to their customers. Every day. Why can't we do that?
