Mike Andes shows how to convert one-time customers into repeat clients. Track jobs per customer as your metric, create incentive offers to move them up the service ladder, and turn 1,000 contacts into 500 repeat jobs. Recurring revenue stabilizes cash flow and makes your business worth more to a buyer.
The number one thing I would think about if you're stuck in one-time job land is how can I sell more of those jobs to my existing customers? And so if you're stuck on one of these sides of the equation right now, I just encourage you to make an offer that incentivize customers to move up the continuum. And the value of your business, the quality of your revenue is better because that revenue is coming from the same customers. Meaning if someone else was to take over your business, they wouldn't have to go do a bunch of advertising to get new customers, they just keep selling to the existing customers that you have in your database. The number one thing I would think about if you're stuck in one-time job land is how can I sell more of those jobs to my existing customers? How can I get where the average customer, I'd start tracking this, jobs per customer or jobs per contact in my database? 'Cause if I can get out of 1,000 people in my database, 100 of them to come back and get another project with me, that means that one project per 2 years on average, I can get customers to come back and generate recurring revenue. In other words, I don't have to go buy more customers for that one-time job.
