In this marketing hot seat, John Carlton emphasizes the importance of focusing on customers who have already bought from you. Not the ones who order and don’t open the stuff after it arrives.
His comments:
When you’re dealing with that 80/20 rule, a lot of people come in…I deal with marketers all the time, rookie marketers, who come to me with a big brainstorm for the year on how to multiply their income, which is to get the people who never opened up their product and read it to open it and read it and follow through, and they always talk about this.
It happens every single year. I get just dozens of rookies coming to me to do that. And the answer is…”What are you doing? Why are you wasting your time on this? What do you care about the people who don’t want to take the shrink wrap off?”
You made the sale, you want to get to that point of the sale. It’s up to them. You cannot argue or force someone to do something they are not cellularly able to do. A lot of people cannot make that final flip to do it. Even if it is something that is absolutely good for them. You can’t make them do that. It’s almost like selling prevention.
If you concentrate on that 20% you may be (and I think that’s what Kip was getting at, correct me if I’m wrong), you may be ignoring 80% of that 20% by taking the ones that are so easy. Then, you are not going to the ones that only need a left-hand to follow the hook.
Is that what you’re talking about?
That does that. It makes you step up, pony up or get out of the way.
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