Just Sell The Damn Thing: The Proven, Contrarian Formula to GROW Your Business FASTER Than Ever by Dan Doberman

Author:Dan, Doberman [Dan, Doberman]
Language: eng
Format: epub
Publisher: Arango Direct
Published: 2017-10-31T00:00:00+00:00

And this one:

Back to our titillating tale: (I really like saying “titillating.”)

In 1904, Gillette sales totaled 90,844 razors and 123,648 blades. The following year, four times as many razors were sold and 10 times as many blades. By 1917 the company was selling more than one million razors a year and 120 million blades. Not bad for an eccentric guy with an idea laughed at by all the business “experts” of the day, huh?

A true entrepreneur, King C. Gillette was always looking for innovative marketing ideas to get his safety razor into the hands of more and more customers. The advent of World War II and the huge influx of new army recruits turned out to be one of Gillette’s biggest marketing breakthroughs. He came up with the idea of “gifting” one of his safety razors to every man entering the armed forces. You see, Gillette knew he could take a loss on the razor because he would make it all back (and more) with the ongoing sales of the blades. His marketing team improved on this idea and instead of giving away the razors and taking a loss on the front end, they sold the government 4.8 million razors at cost and let Uncle Sam present them to the new military recruits. Imagine the continuity income guaranteed to Gillette from acquiring…

5 Million New Customers…

Practically Overnight!

The best part? Gillette’s blades were the only ones that fit his proprietary safety razor, guaranteeing years of ongoing income.

After the war, the millions of soldiers introduced to the new habit of self-shaving continued this practice after returning to civilian life, providing King Gillette with tens of millions in continuity income.

In the process of building his business empire, Gillette had become a master of marketing. While most businessmen only focused on one-shot sales – much like business people of today – Gillette was one of the few businessmen who understood lifetime customer value. He understood the back-end is where the money is really made .

In fact, just before the patents on his safety razor were about to expire in 1921, Gillette thwarted a flood of imitations by lowering the minimum price of his razor from $5 to $1. You see, Gillette’s experience proved it wasn’t important to make a profit on the razors. He could even afford to “go negative.” He knew almost all of his income came from the sale of the blades.

Today the Gillette Company manufactures 10 million razors a year. And God knows how many replacement blades they sell every year. The back-end potential simply boggles the mind, doesn’t it?

Have you picked up on the point I’m trying to drive home with my titillating tale? (I can’t seem to stop saying that word.) You don’t make money getting a customer…

You Make Most – Or In Many Cases 100 Percent –

Of Your Profits Selling To An Existing Customer!

So if you focus most of your time and money on just getting new customers, you’re stepping over dollars to pick up pennies. And you’re missing out on a literal fortune .

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