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CHAPTER 6 HOW TO GENERATE MILLIONS IN SALES & PROFITS

Repeat Business Strategy 1:
Keep in Touch Regularly

You would think that selling high ticket items like cars and
houses would not warrant thinking of the customer as a repeat
buyer. Well, remember Joe Girard, who holds the Guinness
Book of Records as the ‘World’s Greatest Salesman?

How did he do this? Joe’s secret was that he never thought of
selling every new customer just one car. When Joe met a new
customer, he would think immediately of how he would be
selling this customer five cars, over the next 20 years (the
average car buyer changes his auto every 4-5 years).

Once a customer bought a car from Joe Girard, Joe would
take down his personal data and send the customer 13
personally signed greeting cards a year, for the next five
years, until he made his next purchase! Almost every month,
the customer would receive a card from Joe Girard. He would
get a card for New Year, Christmas, Thanksgiving, birthdays,
anniversaries (Joe sent flowers too), Halloween etc… Joe
made every excuse to keep his name in the customer’s mind.

Imagine if you received a card a month, every month, for five
years, do you think you would think of Joe Girard the next
time you wanted to change your car? You bet! And even if
you weren’t, I would bet that you would recommend him to
a friend who was.

So, whatever business you are in, create a system where you
regularly keep in touch with your customers either through
sending them greeting cards, newsletters, emails or even a
personal phone call.

SECRETS OF BUILDING MULTI-MILLION DOLLAR BUSINESSES 187